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:
Identifying customer/consumer needs and wants : Marketing research
Developing products to meet customer/consumer needs and wants: Research and developmentProduction
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.