Author Question: Describe the differences among a product-oriented firm, a production-oriented firm, and a ... (Read 114 times)

Mimi · **on:** Jun 28, 2018

Describe the differences among a product-oriented firm, a production-oriented firm, and a marketing-oriented firm and explain the role that marketing research plays in each.

Question 2

Shorter surveys enhance response rates.
a. True
b. False
Indicate whether the statement is true or false

Anna · **Reply #1 on:** Jun 28, 2018

Answer to Question 1

A product-oriented firm prioritizes decision making in a way that emphasizes technical superiority in the product. A production-oriented firm prioritizes efficiency and effectiveness of the production processes in making decisions. In both of these orientations, marketing research may take a backseat. In contrast, marketing research is a primary tool enabling implementation of a marketing orientation. A marketing-oriented firm must: (1) be customer-oriented, (2) emphasize long-run profitability rather then short-term profits or sales volume, and (3) adopt a cross-functional perspective.

Answer to Question 2

True