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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.
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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.
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.
However, the Chinese culture has a different position on consumer orientation.
This paper will provide a comprehensive analysis of the underlying consumer orientation: what is it and how does it work?
These arguments on consumer orientation help to construct a theoretical framework to analyse the consumer culture in China.
From private companies' development history, one of the important reasons that they can compete with SOEs and foreign-funded enterprises without government support and become a new source of China's economic growth is to maintain a consumer service orientation.
Wang (2007, 136) is more emphatic by arguing that the consumer orientation of the middle class is in a tremendous transition, from traditional frugality to modern consumerism.
It would be arbitrary to regard the new set of consumer orientation in China as imported or diffused from the West.
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