A marketing orientation requires the organisation-wide generation of market intelligence pertaining to current and future customer needs, dissemination of the intelligence across departments, and organisation-wide responsiveness to it.

Question

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A marketing orientation focuses on understanding and meeting the current and future needs of the customer, which requires gathering market intelligence and adapting the organization's strategy and actions accordingly. This approach involves all departments and functions within the organization to be customer-centric and responsive to the market.

A Marketing Orientation Requires the Organisation-Wide Generation of Market Intelligence