structural characteristics of a marketing-orientated business

A business that has a marketing orientation sees the needs of customers and consumers as vital. As it develops and markets products to meet those demands, certain structural characteristics become apparent in the business.

These are summarised in the table below:

Business Function	Activities
Identifying customer/consumer needs and wants	Marketing research
Developing products to meet customer/consumer needs and wants	Research and development Production
Deciding on the value of the product to customers	Pricing (sales and marketing department)
Making the product available to customers at the right time and place	Distribution
Informing customers/consumers of the existence of the product and persuading them to buy it	Promotion

You should expect to see all the above activities well-established in a business that is marketing-orientated.

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