Association of Chartered Certified Accountants (ACCA) Certification Practice Test

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What is the primary focus of market orientation?

Maximizing profits
Customer-centered organizational activities
Efficient production processes
Aggressive sales tactics

The correct answer is: Customer-centered organizational activities

The primary focus of market orientation is on customer-centered organizational activities. This approach involves understanding the needs and preferences of customers and aligning the company’s strategies, products, and services to meet those needs effectively. Market-oriented organizations gather market intelligence and utilize it to enhance customer satisfaction and build long-term relationships with clients, ultimately driving business success. This orientation emphasizes listening to the voice of the customer, adapting to changing market conditions, and continually innovating to provide value. While maximizing profits and maintaining efficient production processes are important objectives, they are often seen as outcomes of successfully implementing a market orientation rather than the primary focus itself. Additionally, aggressive sales tactics may not align with market orientation principles, which prioritize understanding and meeting customer needs over merely pushing products.