Rapert M I, Yarbrough L
College of Business Administration, University of Arkansas, Fayetteville 72701, USA.
J Hosp Mark. 1997;12(1):109-22. doi: 10.1300/j043v12n01_07.
As organizations seek to better understand their customers, competitors, and environments, the marketing function effectively serves as the support mechanism for these activities in many industries. Accordingly, in many organizations the marketing concept has been elevated to the stature of a strategic weapon, manifested in the form of market orientation. Market-oriented firms emphasize the collection, organization, and dissemination of information regarding both customers and competitors. This strategy is especially well-suited for the health care industry where customer knowledge is of paramount importance, customer interaction is instantaneous, and customer satisfaction is essential. Results of a national study of general service hospitals suggest that firms which embrace a market orientation benefit through enhanced customer satisfaction and quality.
随着各组织力求更好地了解其客户、竞争对手及所处环境，营销职能在许多行业中切实充当了这些活动的支持机制。因此，在许多组织中，营销理念已提升至战略武器的地位，以市场导向的形式体现出来。以市场为导向的公司强调收集、整理和传播有关客户及竞争对手的信息。这种策略尤其适用于医疗保健行业，因为在该行业中，客户知识至关重要，客户互动即时发生，客户满意度不可或缺。一项针对综合服务医院的全国性研究结果表明，采用市场导向的公司通过提高客户满意度和质量而受益。
