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Marketing by Geoff Lancaste, Paul Reynolds

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2

Themarketing-orientatedorganisation

2.1 Introduction

Marketing maturity does not happen at a stroke. It tends to be a gradual developmental process. Many firms who have reached a full marketing orientation have done so by evolving through secondary stages of development.

Generally speaking, there are three basic types of business orientation: production orientation, sales orientation and marketing orientation. These can be viewed as being hierarchical, and usually sequential, stages of development. Many basically production-orientated firms develop greater sales awareness and begin to place much greater importance on moving products on to the consumer through the use of sales push programmes and techniques, rather than through producing objects ...

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