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Product and Market Orientation


Many businesses are product orientated.  This means they design and market a product and then try to convince consumers to buy it, e.g., drug companies like Glaxo will develop a product to consumers with an illness and then they market it.


Firms place the emphasis on producing a technically sound product, producing it and selling it.  The only contact with customers comes at the final stage.


Businesses can also be market orientated.  This is where companies try to find out what consumers like before designing a product, e.g., Pepsi Max was designed to suit the needs of the consumers.


Just because firms are market orientated doesn’t guarantee success and profits.  There is a chance that people still won’t like the good or service or they will continue to buy from competitors.



E-mail Steve Margetts