The marketing literature asserts that the adoption of the marketing concept is the foundation for successful performance. The marketing concept defines а distinct organizational culture or business philosophy that puts the customer at the center of the firm’s thinking about strategy and operations (Shuey pp.39. ). The marketing concept is generally considered to be made up of the following three pillars:
- customer philosophy—identification and satisfaction of the wants and needs of customers (Dow Jones Report pp.39);
- goal attainment—achievement of an organization’s goals while satisfying customer needs; and
- integrated marketing organization— integration of all functional areas of the organization to attain corporate goals by satisfying the wants and needs of customers (Siddiqi pp.45-62).
Though the marketing concept is central to the marketing literature, very little research has been done in terms of creating а valid measurement scale and testing the construct empirically Eastgate pp.161-3). Only recently has empirical research been conducted in this area. In response to the operational problem of the marketing concept, Kohli and Jaworski (1990) developed the three ‘‘pillars’’ of the marketing concept into precise aspects or manifestations of what they call а ‘‘market orientation (Sohal pp.367-75).’’
During the last decade, the term ‘‘market orientation’’ has received much attention in the marketing and strategic management literature (Spithoven pp.1205-30)
. It has often been assumed that market orientation is positively related to business performance (Elewa pp.39). Despite the importance of market orientation to business success, systematic inquiries to gain а deeper understanding of the construct have only recently begun, following the pioneering work of Kohli and Jaworski (1990) and Narver and Slater (1990). Subsequently, а number of empirical studies have attempted to assess the association of market orientation with profitability, market share, new product success, and customer satisfaction(Stokes pp.682-95).
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