Market orientation or marketing orientation. At a recent academic conference, a presenter was discussing the literature he

❸ Market orientation or marketing orientation. At a recent academic conference, a presenter was discussing the literature he had followed in devising his study of the connection between respondent organisations’

market orientation and their sales performance. During the presentation, he inadvertently used the term marketing orientation. Some of the audience became quite vocal at this point. Why might this be the case?

Surely the two terms mean the same thing? (Learning Objective 3) (AACSB:

Communication; Reflective Thinking)