2. Advantages of Market Orientation

Pros- Quality, innovations in the product, investment on research and development of the product.
Cons- Obsolescence is the biggest drawback, target market is difficult to find, customer needs can be ignored, market opportunities are sometimes missed.
Also Read | Role of Price Theory in Marketing

Examples of Marketing Orientation
Here are some real industry examples of Marketing Orientation :
Amazon
Amazon has successfully used a marketing orientation approach and analyzed that the customers do not want to pay the delivery expenses. Therefore, they have brought various offers for the customers like Prime Service, nominal delivery charges etc to prevent high delivery costs.
Nike
One of the most famous shoe brands in the world Nike has also followed the marketing orientation approach and identified its niche. It focuses on customer satisfaction and fulfilling their demands in the most diligent and well mannered way.
Intel
Intel is another popular brand that followed the product orientation approach and then shifted to market approach in 2005. It started to manufacture customized products based on customer needs and demands. It all happened after the new CEO Paul S Otellini came in.


Marketing Orientation is basically about the connection and network of the buyer and companies which companies have to identify the needs of the customers. Every company that has adopted this technique has proved to be more dynamic, attractive and profitable in the market.