Question

Compare and contrast a responsive with a proactive market orientation. Be sure to discuss the pros and cons of each, as well as the types of approaches used to gather information for each orientation.

Answer 1

Sl. No	Responsive market orientation	Proactive market orientation
1	Attempts to satisfy the expressed needs of customers	Seeks to learn about latent needs of customers
2	Here the needs are demanded	Here the needs would be hidden
3	Focuses on current knowledge, experience and strengths to meet customers’ needs	It tries to explore consumer preference, tastes through new ways
4	It is a demand based activity	It is a continuous activity
5	This would be getting information through feedback forms, addressing expressed concerns of customers	Innovative approaches like continuous scanning of the market, use of internet to get customers preferences, online surveys, understanding customer purchasing behaviour