Companies that practice both a reactive and proactive marketing orientation are implementing a __________ and are likely to be the most successful.
Correct answer: C. Total market orientation
- A. Customer focus
- B. External focus
- C. Total market orientation
- D. Competitive, customer focus
Explanation
A total market orientation combines reactive marketing, which responds to expressed needs, with proactive marketing, which anticipates or creates future needs. Using both approaches gives the firm a broader market focus.
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