U.S.Electric,the maker of a highly innovative xenon light bulb,finds that it has excess inventory.The firm increases its advertising budget by 50 percent and doubles its sales staff.This company is operating as if it were in which of the following orientations?

Question

Quizplus · Accepted Answer

By increasing its advertising budget and doubling its sales staff, U.S. Electric is operating as if it were in the sales orientation. The company is focused on pushing its excess inventory onto customers and increasing sales rather than identifying and meeting customer needs (market orientation) or creating products that benefit society as a whole (societal orientation). The production orientation is focused on maximizing production efficiency and minimizing costs, while the customer orientation is focused on building long-term relationships with customers by identifying and fulfilling their needs.

USElectric,the Maker of a Highly Innovative Xenon Light Bulb,finds That