Several scholars have found that companies who embrace the marketing concept achieve superior performance. This was first demonstrated for companies practicing a ___________ understanding and meeting customers' expressed needs.
Correct answer: A. Reactive market orientation
- A. Reactive market orientation
- B. Proactive marketing orientation
- C. Total market orientation
- D. Impulsive market orientation
Explanation
A reactive market orientation responds to customers’ expressed needs, which was the earlier form shown to improve company performance. A proactive orientation goes further by identifying latent or unexpressed needs.
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Marketing covers how organisations identify customer needs, create value and exchange products or services through suitable markets. Key concepts include market segmentation, targeting, positioning, consumer behaviour, the marketing mix of product, price, place and promotion, branding, product life cycle and differences between marketing and selling.
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