"What is marketing orientation? How might the adoption of marketing orientation differ
between public, not-for-profit, and private sector organisations?
Market orientation can vary due to many implications and factors. Therefore, the indications
of appropriate market orientation measure is expected to be different regarding due to the
different sectors and cultural contexts (Deshpaande et al (1999). Marketing orientation can be
viewed in many different perspectives and can take from in decision making, market
intelligence, culturally based, behavioural, strategic and customer orientation. Market
orientation is an important marketing strategy and is evidently used to sustain and improve a
firm's performance in many organisations. These organisations include public, not-for-profit
and private sector organisations.
The construction industry is one broad and multiverse example that is significant in this
scenario and will be demonstrated throughout with the extensive knowledge and experience
gathered. This is one of the broadest and most lucrative fields worldwide, thus constantly
changing with standards and expectations becoming more stringent as the industry is complex
and particulate. Moreover, marketing is adopted in this field as the ultimate goal of many
developers and business owners is to increase the economic prosperity of their development
as it is crucial to create a different approach in the dynamic and competitive industry.
Through relevant areas of analysis in Metz and Kulik (2008) an evident analysis is presented,
showcasing the modelling towards male hegemonic and feminine culture in the construction