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"There's a shift in the Japanese culture to more of a consumer orientation," said Irvin Rosenthal, senior vice president.
It is considered the foundation of modern marketing, having shifted executives from a production orientation to a consumer orientation.
The Netpliance change came after Lifeminders.com, another Super Bowl sponsor, parted ways with its agency, Fallon McElligott in Minneapolis, part of Publicis S.A., in a decision attributed to a shift in marketing to a business-to-business focus from a consumer orientation.
Also, with the commercials appearing amid "ads with a consumer orientation," he says, referring to the "Enjoy better" campaign, "we want to make sure we very cleverly say, 'I'm targeting a business here.' " Plans call for additional commercials after the first two start running, Mr. De Lucia says, adding, "The next phase we're determining as we speak".
Internal corporate politics also pulls decision-making away from the mandates of a consumer orientation.
This, is leading to much less loyalty and a consumer orientation to careers.
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Moreover, the practice of public health communication has been greatly influenced by marketing methods, especially the use of marketing research and adoption of a consumer-orientation.
As information becomes more easily accessible via technology and the internet, individuals - as workers and consumers - have become more educated, and possibly more finicky; people are having a more consumer orientation to both education and their careers.
According to the Sunday Times ad the successful chief executive applicant needed to be "an inspirational leader with strong strategic skills, consumer orientation and a track record of building successful businesses in sectors where high levels of quality and service are demanded and delivered".
In the most technically advanced communities, the industry employs technicians, engineers, and artists; and a high degree of consumer orientation leads to emphasis on marketing operations.
However, the Chinese culture has a different position on consumer orientation.
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