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Essay / Research Paper Abstract
This paper attempts to link the concept of market orientation with profitability in firms. Topics discussed include what market orientation is (and how it differs from "marketing") and challenges inherent in implementing it in firms. Bibliography lists 9 sources.
Page Count:
10 pages (~225 words per page)
File: D0_MTmarori.rtf
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Unformatted sample text from the term paper:
then find the product to meet those needs, is fairly standard in most marketing textbooks. There is however, more to a firms profitability than a successful product that is made
successful through advertising. A firm that is marketing oriented can find that learning the customers needs and then working together to attain those needs can lead to some pretty incredible
results. Overall, therefore, the firm that is more market oriented rather than price-driven, will ultimately end up achieving greater profitability. The good news for many business skeptics is that there
is plenty of literature available to support this hypothesis. This paper will examine two articles "Market Orientation: The Construct, Research Propositions and
Managerial Implications" written by Ajay K. Kohli and Bernard J. Jaworski and The Effect of a Market Orientation on Business Profitability by John C. Narver and Stanley F. Slater. In
addition the paper will prove the theory by reviewing other literature as well. Market Orientation and Literature Definitions In its simplest sense,
market orientation can be defined as ". . . the organization-wide generation of market intelligence, dissemination of the intelligence across departments and organization-wide responsiveness to it" (Bhuian and Abdul-Gader, 1997,
p. 36; see also Cooper, 1994). In other literature, the definitions go somewhat deeper. According to Kohli and Jaworski, the idea of
market orientation moves beyond the actual philosophy of marketing, which is they define as more of an ideal or theory, rather than an actual activity (Kohli and Jaworksi, 1990). The
actual definition of market orientation, then, is a philosophy of business management that embraces the need for customer orientation, profit orientation and the important role of marketing toward communicating the
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