Proactive market orientation

The job of a marketer (and the job of a health care professional as well) is not only to understand and respond to people s expressed needs but also to help customers learn more about what they need and want. In essence, marketers also must understand and respond to people s latentne ls. Narver, Slater, and MacLachlan (2004) call the former a responsive market orientation and the later a proactive market orientation. Marketers do not create needs, but they do help consumers to understand their latent needs and to translate needs into wants. An understanding of this issue is helpful in explaining pharmacy s current experiences with patient-centered services. 

NarverJC, SlaterSF, MacLachlan DL. 2004. Responsive and proactive market orientation and new-product success. J Prod Innov Manag 21 334. 

Narver, J. C., Slater, S. F., and MacLachlan, D. L (2004), "Responsive and Proactive Market Orientation and New Product Success," Journal of Product limovation Management 21 (5), 334-47. 

Due to the rapid introduction of new products and models, the physical reliability life of a product (particularly in consumer-oriented markets) is often different from the market life of the product. The reutilization and repurposing of components and subassemblies through multiple product life cycles is a key enabler to proactively, intelligently, and economically manage the total environmental life cycle of electrical and electronic products (Ref 27). Such an approach will require accurate reliability degradation assessment of the components and sub-assemblies at the end of each product life cycle, and reliability life prediction for the next product life cycle. It is believed that such capabilities towards a comprehensive and integrated solution to the total environmental life cycle of electronics products will provide competitive advantages for players in the industry worldwide. 

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