2 Understanding market orientation
2.1 Three approaches to marketing
This section has been written with the assumption that you have some prior marketing knowledge. As a brief revision you will read how marketing can be described both as an organisation-wide customer-orientated philosophy and as a functional department that handles activities concerned with understanding and satisfying customers’ needs. Studies show a direct link between the success of an organisation and the extent of its market orientation. These marketing concepts are applicable to both for-profit and non-profit organisations.
In the opening activity we started to discuss what we mean by marketing. In the following sections I set out three rather different ways in which this term has been used.