________ should be market oriented and defined in terms of ________.

Question

BlackTom AI · Accepted Answer

Let's parse the statement carefully and evaluate each completion against the common strategic management principle that guiding messages should reflect what the organization aims to achieve for its external audience.
Option 1: 'Annual plans; product needs' This pairing ties planning to the product needs and a short-term horizon. However, annual plans are not typically described as the overarching guide for an organization in terms of its outward-facing definition; they are more about execution of strategy rather than the broad mission. Moreover, defining market orientation by product needs alone neglects the broader purpose and audience of the organization.
Option 2: 'Strategic plans; company needs' While strategic plans relate to the long-term direction, stating that the mission should be market oriented and defined by the company’s needs is inconsistent. A market-oriented mission emphasizes what customers and markets require, not simply what the company needs. This option reverses the emphasis and misaligns with the customer-centric view often encouraged in mission statements.
Option 3: 'Mission statements; customers' needs' This pairing aligns with a widely taught principle: a mission statement should articulate the organization’s purpose in a way that is market-oriented, describing how the organization will meet customers' needs. It places the focus on customers and the market, which is the foundation of strategic clarity and value proposition. It integrates external focus with internal articulation of purpose, guiding strategy and behavior.
Option 4: 'Objectives; competitors' threats' Objectives and competitive threats relate to performance targets and environmental analysis but do not define the mission in market-oriented terms. This choice mixes tactical concerns with strategic orientation in a way that does not establish a customer-centered purpose or define the organization’s mission around what customers require.
Option 5: 'Long-range plans; company needs' Long-range plans describe horizon and scope, while the notion of 'company needs' centers on internal requirements rather than how the organization serves the market. A market-oriented mission is oriented toward customers and external markets, not internal budget or capability needs exclusively.
In summary, the core idea under evaluation is whether the statement captures a market-centric mission defined by how the organization serves customers. The third option best embodies that philosophy by combining 'Mission statements' with 'customers' needs,' while the other options either misplace the orientation (internal needs, threats) or conflate planning levels with mission guidance.

MKTG1199 Module 3: Wrap-Up

should be market oriented and defined in terms of .

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