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Patrick's justification implies complicated consumer orientations.
On the other hand, consumer orientations nevertheless remain shaped by established social conventions, traditional values and social changes.
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The NICEIC's size and consumer orientation gives them the edge over the ECA as far as the customer is concerned - a quick experiment revealed three electricians in my area, none of whom had shown up in the ECA search.
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".
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".
And which type of consumer orientation is implied by those answers?
The mechanism by which this consumer orientation was shaped will be explored in future research.
However, the Chinese culture has a different position on consumer orientation.
"We recognize we need to adapt to changing consumer orientation, but we don't think it means changing overnight".
These arguments on consumer orientation help to construct a theoretical framework to analyse the consumer culture in China.
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