the idea that a sale does depend on a customer's decision to purchase a product but not on an aggressive sales force. The key issues include:
creating customer value ;
maintaining customer satisfaction ; and
building long-term relationships .
Note: Today's companies of all types are adopting a market orientation. They are successful in getting all business functions working together to deliver customer value and meet customer wants and needs.
eg: Wal-Mart has been the leading discounter in the US by focusing on what its customers want: everyday low prices, items always in stock, and cashiers always available.