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Marketing must be embedded from the shop floor through to the CEO. Organisations which are not market orientated are either product, production or sales (or a combination of all). Below explores these different orientations and how this may affect different organisations.
Types of orientation
Product oriented - an organisation which is product orientated focuses on innovation and creating products which may or may not satisfy customers needs. They are focused on development and the heart of the organisation would be the research and development unit. Organisations such as 3M develop and launch a wide variety of products under many different brand names...
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