Abstract

Firms can select from several different orientations which provide a basic structure of how operations are carried out when dealing with the marketplace. When trying to determine a philosophy towards marketing efforts, firms must consider the interest of the organization itself, the customers, and society. In this paper, the conceptual hypothesis is that firms who recognize the importance of marketing and implement a marketing orientation approach are more likely to obtain higher profits. Briefly, a marketing orientation consists of a customer-oriented approach where the goal is to provide the right product for customers rather than finding the right customers for the product. A great deal of research is required in order to recognize a consumer want and then develop a product or service to satisfy that want. The tests that will be performed intend to provide analysis between profitability and the implementation of a marketing orientation for various firms.

Advisor

Verdon, Lisa

Department

Economics

Disciplines

Economics

Publication Date

2012

Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis

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© Copyright 2012 Jason R. Miller