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.

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Customer orientation and market orientation are not opposing concepts. In fact, they are complementary. Customer-oriented firms focus on meeting the individual needs and preferences of their customers, while market-oriented firms focus on analyzing market trends and understanding the needs and preferences of the broader market as a whole. Both approaches are important for a successful business.

Customer Orientation and Market Orientation Are Opposing Concepts