Which term describes an approach to business that places the needs of consumers at the centre of the decision-making process?

• A. Primary research
• B. Product orientation
• C. Market orientation
• D. Market research

Answer: (C)

Placing the needs of consumers at the center of decision-making is market orientation. This approach focuses on gathering and using information about customers and the market to guide product development, marketing, and strategic choices, with the aim of delivering value and satisfying customer desires. It contrasts with product orientation, which prioritizes the capabilities or features of the product itself rather than what customers actually want. Primary research and market research are methods for collecting information, not philosophies about how decisions should be made—so they describe how data is gathered, not the fundamental direction of the business.