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Market orientation is a philosophy that focuses on meeting and discovering the desires of its customers. It can be thought of as a marketing campaign among company and its customers.
A marketing orientated approach means how a company reacts to what customers want. This is the approach that is taken by the most successful businesses because customers have become more knowledgeable and require better quality. A market oriented company puts the customer at the heart of the business. As markets continuously change, market research is a ongoing process for a market orientation company. The market orientation concept is the outgrowth of dissatisfaction. When a company has a marketing orientation then it makes meeting wants of its target customers and its business motivation.
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