Please refer to Marketing and its Role from Farm to Fork. Let's say you are a fruit grower. You learned that it is very important to understand the end consumer of your product and be able to satisfy their needs and wants. Focusing on the end consumers' needs and wants will help your fruits not only sell but also distinguish themselves from the competitors'. In addition, understanding that people have become more interested in buying from companies that have a positive impact on the environment helps you produce better products and again, stand out relative to your competitors. Based on these goals, you need to have the following orientation/s: C production sales market and societal production and sales market