This paper discusses the relationship between market orientation and the application of information technology. A scale for measuring market orientation is developed. From a survey the characteristics of organizations with a certain market orientation have been identified. Three clusters of organizations have been found: -1 the internally oriented cluster, -2 the cluster of target group oriented organizations and -3 the customer oriented cluster of organizations. A number of areas of interest and some developments in marketing are determined for each cluster. Among other things it is established that the role of information technology is strongly correlated with the organization's orientation.
The author proposed a number of theses, concerning the marketing of the marketing research profession. Based on his experience with INTER/VIEW Holland, he provided a number of practical guidelines for developing a marketing oriented research operation.
RADAR DYNAMICS is a continuous M.M.I.S. designed to serve the pharmaceutical industry with a continuous flow of information on what takes place in the market and why changes occur. RADAR DYNAMICS is based on continuous collection of quantitative and qualitative data on which drugs are used in which therapeutic situations, how the drugs are used and why they are used. RADAR DYNAMICS is market-oriented, not sales oriented, as its reference frame is defined disease or indication areas. This is of particular relevance to the analysis of pharmaceutical markets as most drugs can be used for different purposes, that is to cure different diseases. RADAR DYNAMICS is also market-oriented in the sense that it is based on the doctor as a decision-maker in his choice of drug for a patient with a certain disease.
In January, 1985, McGraw-Hill Inc a $1.4 billion publishing and information supplier, underwent a dramatic reorganisation. The corporation had moved into the 80's with a myriad of broadcasting, print and other information products, organised under six divisions or companies. Then following several years of extensive internal evaluation, management began to emphasise markets and moved into a market focus mode.
The Marketing Oriented approach and the use of appropriate tools in terms of Advertising and Market Research permit to obtain successful results not only in the traditional Mass Market markets, but also in the market of pocket books sold by Bookshops.
The paper begins by emphasising the new aspects of corporate planning and mentions, that every industrial undertaking has yearly and medium-degree plans, but long-range plans are elaborated rather for industrial branches and for the people's economy as a whole. Considering the marketing impacts, which has a determined role in the environment of regulated socialist market, is a very important and new factor in the making of both of medium-range and yearly plans.
It is our aim to illustrate the goals of market investigations, seen from the viewpoint of possibilities for encouraging the continuous development of the Yugoslav economy.