Customer orientation and market orientation are opposing concepts.Customer-oriented firms look at customers as individuals and market-oriented firms look at the market as a whole.Relationship-oriented firms focus on short-term profitability.

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Think of market orientation as the implementation of the marketing concept. The notion of market orientation, one component of which is customer orientation-placing the customer at the core of all aspects of the enterprise-takes the guiding business philosophy of the marketing concept and works to more usefully define just how to implement it within a firm.

Customer Orientation and Market Orientation Are Opposing Concepts