Canon Computer Products has improved the efficiency and productivity of its plant, which manufactures printing technology. Canon projects a production increase of 25 percent and has instructed its sales force to distribute the product. What type of marketing management orientation is Canon practising?
A)sales orientation
B)production orientation
C)market orientation
D)societal marketing orientation

Question

Quizplus · Accepted Answer

Canon is practising a production orientation as they have improved the efficiency and productivity of their plant to increase their production by 25 percent, and have instructed their sales force to distribute the product. This suggests that they are mainly focused on maximizing production and getting the product out to the market, rather than focusing on the needs and wants of their target customers (market orientation) or considering the impact of their marketing activities on society (societal marketing orientation).

Canon Computer Products Has Improved the Efficiency and Productivity of Its