To What Extent Are Principles of Marketing Students Market Oriented? The Review Category: Marketing Education

Abstract

This study developed a model to expand the scope of market orientation research and provided insight into how student market orientation to be improved. Before and after measurements of market orientation were taken for 230 undergraduate students. Results indicated before and after overall student market orientation was weak. Results further indicated the presence of considerable inter-item variability between the before and after measurements for pricing issues, customer focus, competitor orientation, profit orientation, and team approach. However, there appeared to be less intra-item variability in the before and after measurements for customer focus, competitor orientation, profit orientation, and team approach.