production orientation


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production orientation

the business philosophy of a company which emphasizes the selling of goods and services that it produces, through intensive use of advertising and sales promotion, but which pays only limited attention to the underlying needs of consumers. Such a philosophy is often found in companies dominated by production and engineering managers and stresses the pursuit of technical excellence of products. Since such products have not been designed with the needs of consumers sufficiently in mind they risk being rejected by them. Contrast with CONSUMER ORIENTATION.
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