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Orientasi Pasar: Definisi dan Tiga Komponen Perilaku

Lesson 2 of 10

Orientasi Pasar: Definisi dan Tiga Komponen Perilaku

Type Duration Module Outcome
Reading 45 min Orientasi Pasar sebagai Budaya OU-1

Hook

You've probably heard "we need to be more market-oriented" in meetings. But what does that actually mean for someone who doesn't work in marketing? It means every role—from Business Development to Senior Marketing—becomes a sensor for market needs, not just an executor of internal plans. Session 1 opens with a sponsor video from top management framing why this shift matters for your specific role and for Inastek's future. [R-7]

Why This Matters for Your Role

Adult learners need to understand the reason for learning before they absorb the concept. [R-6] If you are BD, market orientation means your proposals solve real client problems, not just list product features. If you are Admin, it means your reports include market context, not just operational numbers. If you are SMO, it means your content responds to customer journeys, not just campaign calendars. If you are Senior Marketing, it means your strategy starts from buyer value, not internal assumptions. [R-1]

The Shift

Market orientation is an organization-wide mindset involving generation, dissemination, and responsiveness to market intelligence. [R-1] It is not just a marketing department function; it is a culture where every staff member contributes to understanding and responding to the market. [R-1] Narver and Slater frame it as an organizational culture that creates superior buyer value and sustained business performance.

How to BE It

Practice the three-component lens daily. Customer orientation: ask what the buyer truly values, not what you think they should value. Competitor orientation: know what alternatives exist, including the option of doing nothing. Interfunctional coordination: share what you learn with BD, Admin, SMO, and Marketing teams. If your role doesn't touch at least one of these, you are operating in a silo.

Do This Now

Pick one project you are working on this week. Write down one insight for each of the three components. Duration: 10 min. Self-check: Each insight is specific to your actual project, not a generic statement.

Summary & Self-Check

Market orientation is a culture, not a campaign. [R-1] It requires customer orientation, competitor orientation, and interfunctional coordination. [R-1] For non-marketers, this means your technical expertise becomes more valuable when paired with market intelligence.

  1. Q: According to Narver and Slater, market orientation is best described as:
  2. An organizational culture that creates superior buyer value
  3. A set of marketing tactics for social media
  4. A sales training program for new hires

  5. A financial budgeting method for advertising A: 0 — Narver and Slater frame market orientation as an organizational culture, not just a behavioral process. [R-1]

  6. Q: Which of the following is NOT one of the three behavioral components of market orientation?

  7. Customer orientation
  8. Competitor orientation
  9. Interfunctional coordination
  10. Product development A: 3 — Product development is an outcome of market orientation, not one of its three behavioral components. [R-1]

Check your understanding