I n t e r n a t i o n a l M a r k e t i n g

Marketing Orientation• A company’s marketing orientation has beenpositively related to profits (U.S.)• Other countries have more traditional approach– Production orientation (consumers will prefer products that arewidely available)– Product orientation (consumers will favor products that offer themost quality performance, or innovative features)– Selling orientation (consumers and businesses alike will not buyenough without prodding)• Encouraging a marketing orientation acrossglobal business units can be difficult5-18