Relationship Between Market-Oriented Culture & Business Performance

Marketing is one of the most important branches of management knowledge, the main task of which is to identify human needs and wants and meet them through the process of exchanging resources. Because today's societies, more than ever, face the unlimited needs of human beings on the one hand and the lack of resources on the other, and managers must meet the unlimited needs of individuals with these limited resources. Therefore, here, management knowledge rushes to the aid of economics and with management tools and skills tries to optimally allocate limited resources to unlimited human needs. In the current era of competition, markets are getting closer and closer to free and complete competition. Every moment the diversity of institutions, products increase, successful markets that recognize opportunities and threats and use competitive advantages and long-term strategic plan, produce competitive goods and thus optimally meet the demands and needs of customers. Today, the role of customers in the fate of institutions is not hidden from anyone.