Market Orientation


 Please review each of the 20 questions below and give your honest opinion, NO ONE will know your answers. If you don't feel strongly one way or the other, answer 'Neutral'. If you don't understand the question, or you have truly not formed an opinion mark 'No Opinion'. (Kohli, Jaworski and Kumar, 1993, Journal of Marketing Research)

Strongly Disagree Disagree Somewhat Disagree Neutral Somewhat Agree Agree Strongly Agree No Opinion
We meet with our clients at least once a year to find out what services they will need in the future.
We do a lot of in-house market research, to understand our market and clients.
We are slow to detect changes in our clients preferences.
We poll clients at least once a year to assess the quality of our products and services.
We are slow to detect fundamental shifts in our industry (e.g. competition, technology, etc.)
We periodically review the likely effect of changes in our business environment (e.g. regulation) on clients.
We have inter PD-Team meetings at least once a quarter to discuss market trends and developments.
Account owners in our business spend time discussing clients' future needs with other personnel.
When something important happens to a major client, the whole business unit knows about it in a short period.
Data on client satisfaction are disseminated at all levels in this business unit on a regular basis.
When one PD-Team finds out something important about our competitors, they are slow to alert others.
It takes us forever to decide how to respond to our competitors' price changes.
For one reason or another, we tend to ignore changes in our clients' product or service needs.
We periodically review our product and service development efforts to ensure that they are in line with what clients want.
PD-teams get together periodically to plan a response to changes taking place in our business environment.
If a major competitor were to launch an intensive campaign targeted at our clients, we would implement a response immediately.
The activities of the different PD-teams in this business unit are well coordinated.
Client complaints fall on deaf ears in this business unit.
Even if we came up with a great marketing plan, we probably would not be able to implement it in a timely fashion.
When we find that clients would like us to modify a product or service, the departments involved make concerted efforts to do so.





Survey developed by Jeffery S. Pinegar