ABSTRACT
Kotler (1986) viewed marketing as having evolved historically from a production orientation, to a product orientation, a selling orientation and a marketing orientation, and is now evolving towards a quality of life (QOL) orientation. The product orientation holds that “consumers will favour those products that are available and highly favourable, and therefore management should concentrate on improving production and distribution facilities”. The product orientation posits that “consumers will favour those products that offer the most quality, performance, and feature, and therefore the organisation should devote its energy to making product improvements”. The selling orientation holds that “consumers will not buy enough of the organisation’s products unless the organisation undertakes a substantial selling and promotion effort”. The marketing orientation holds that “the key to achieving organizational goals consists in determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors”.
