Insight into the organization’s Marketing Culture
Marketing Culture is comprised of capabilities which determine what a marketing organization can do and practices determine what the overall organization actually does.
Market Orientation is a philosophy of business management based on a company-wide acceptance of
1) the need to be customer and profit oriented and
2) the important role of marketing in communicating market needs to all major corporate departments.
The Market Orientation Diagnostic (MOD) reports on these practices as they are perceived by:
- Directors/Vice Presidents
- First/Second Line Managers
- Individual Contributors