Customer orientation Competitor orientation Market-led organisational culture Interfunctional coordination Focus on the long term Figure 1.2 Components and context of market orientation Economic growth rates and the business cycle Interest rates, consumer and business confidence Employment and unemployment Taxation and fiscal policy National and supranational governments Regional trade and trading areas Internationalisation and globalisation Figure 3.3 The economic and political environment Offers Products, services, etc. Provider's goals Survival Financial Social Spiritual Ecological etc. Customer & provider satisfaction Customer's goals Solutions Benefits Altruism Well-being etc. Figure 1.1 Mutually beneficial exchanges Purchases, support Responses