Marketing orientation is a business model that focuses on delivering products designed according to customer desires, needs, and requirements, in addition to product functionality and production efficiency (i.e., production orientation). As stated by Bernard J. Jaworski and Ajay K. Kohli in the "Journal of Marketing", marketing orientation is the, "The organization-wide generation of market intelligence pertaining to current and future customer needs, dissemination of the intelligence across departments and organization wide responsiveness to it. "
Source: Boundless. “Marketing Orientation.” Boundless Marketing. Boundless, 21 Jul. 2015. Retrieved 19 Jan. 2016 from https://www.boundless.com/marketing/textbooks/36/introduction-to-marketing-1/evolution-of-the-marketing-orientation-19/marketing-orientation-118-6857/