ABSTRACT
Companies with a marketing orientation are primarily concerned with understanding and satisfying customer needs, then responding with an appropriate marketing offer. Some marketers even use the terms customer orientation and marketing orientation interchangeably. A marketing oriented business recognizes the dynamic nature of customer needs and understands that it must remain closely in touch with its customer base. Excellent marketing intelligence is a key requirement, whether obtained from company records and contacts, marketing research or other sources (cf. Brief 9). This intelligence helps businesses to identify marketing opportunities so that the products which customers want to buy can be manufactured.
