Verbruikersgerigtheid in die missiestellings van hedendaagse ondernemings: mite of realiteit?

Abstract

The aim of this ankle is to discuss the concepts of marketing and customer orientation towards the marketing function and to point out how the mission statements and objectives of modem firms reflect these orientations. The development of the marketing as well as customer orientation towards marketing is discussed. This is followed by an examination of the nature of mission statements and business objectives. It is argued that the mission statement as well as the company's objectives has to reflect the company’s commitment towards serving customers’ needs. It is apparent that this is not always the case in South Africa. Academics therefore have a challenge as well as an obligation to promote the concept of customer orientation and to advocate its reflection in the marketing planning process.