Saturday, March 19, 2011

What is Total Marketing Orientation?

Narver and his colleagues argue that more advanced, high level innovation is possible if the focus is on customers’ latent needs. Narver calls this a proactive marketing orientation.

Companies such as 3M, Hewlett Packard, and Motorola have made a practice of researching latent needs through a “probe and learn” process.

Companies that practice both a reactive and a proactive marketing orientation are implementing a total market orientation and are likely to be the most successful.

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