A firm with a production orientation assumes that "if you build it,they will come." Value and exchange are not considered to be core marketing concepts.

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A production orientation assumes that customers will beat a path to your door just because you have a great product that functions nicely; build a better mousetrap and they will come. You will learn throughout your study of marketing management that great products alone do not ensure success. Unfortunately, firms that are stuck in a production orientation mentality likely will have great difficulty competing successfully for customers.

A Firm with a Production Orientation Assumes That "If You