Week 1-Hand-in Assignment

Introduction

Market orientation has over a long time faced much debate concerning which methodology is to be used to promote the flow of goods and services from the producer to the consumer . From time to time , different methods have been employed in achieving this . We have in the past relied on a market driven economy and later adopted the organizational culture and form that has promoted the quality of the goods being produced to enhance the utility of the customer . Even after such debate , we are yet to know whether we have

really come to the real orientation needed in marketing . The following essay describes the framework of market orientation as perceived by Lafferty and Hult in their article , A synthesis of contemporary market orientation perspectives

In their article , Lafferty and Hult (2001 , pp . 92-109 ) indicate that the process of market orientation has gone past these two forms which have been in application for some time : the market driven economy and the market orientation through organization structure and culture Lafferty and Hult have gone beyond the point of market research in the market and lay a focus of orientation in marketing beyond these processes and structures both informal and formal . In their view of market orientation , the framework entails such fundamental values which are determinants in the manner in which individuals behave and conduct themselves or do things in organizations

Lafferty and Hult (2001 , pp . 92-109 ) have come up with five ways of understanding the structure of market orientation . These...