Marketers' Attitudes toward the Marketing Concept

Market Orientation Effects On Business School Performance: Views From Inside And Outside The Business School

“…The scale addresses concerns raised by Barksdale and Darden (1971) that market orientation is properly measured in terms of behaviors and activities instead of "philosophical notions." A seven-point response scale is used, ranging from one (1) "not at all" to (7) "to an extreme extent."…”

“…The behavioral components of the scale include the activities described by Kohli and Jaworski (1990). The two sets of authors agreed that market orientation is continuous rather than dichotomous and, addressing concerns raised by Barksdale and Darden (1971), is properly measured in terms of behaviors and activities instead of "philosophical notions." Accordingly, the Narver and Slater measure consists of several questions addressing specific behaviors and activities that, together, measure the extent that the organization (or organizational unit) applies the marketing concept.…”

Market Orientation and Corporate Performance of Insurance Firms in Nigeria

“…According to McNamara (1972), the marketing concept is a philosophy of business management; based upon a company-wide acceptance of the need for customer orientation, profit orientation, and recognition of the important role of marketing in communicating the needs of the market to all major corporate departments. Kotler (1998) also supported the work of Barksdale and Darden (1971) and McNamara (1972) stating that , the key to achieving organizational goals consist in determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors.…”

Qualitative Insights into Market Orientation in Small Ghanaian Businesses

“…McNamara (1972, p. 51) put it succinctly as "a philosophy of business management, based upon a companywide acceptance of the need for customer orientation, profit orientation, and recognition of the important role of marketing in communicating the needs of the market to all major corporate departments". In a sense, a company that operates on this business philosophy recognizes that the key to achieving organizational goals consists of determining the needs and wants of target markets and delivering the desired satisfactions more effectively and efficiently than competitors (Barksdale and Darden, 1971;McNamara, 1972;Kotler, 1998). That is under the marketing concept a company should place a major emphasis on the analysis of target market's needs and wants and deliver the desired satisfactions more efficiently and effectively than competitors in order to maximize its current profit (Kotler, 1998;Walker et al, 1992).…”