THE RELATION BETWEEN MARKET ORIENTATION AND MARKETING ACTIVITIES OF RESIDENTIAL CONDOMINIUM BUILDERS IN LONDRINA AND MARINGA

  • Alexandre João Munhoz Universidade Estadual de Londrina
  • Mario Nei Pacagnan Universidade Estadual de Londrina
Keywords: Market Orientation, Marketing Activities, Construction.

Abstract

The use of market orientation (MO) scales seeks to measure the use of marketing concepts byenterprises developing their market activities. In this sense, the Markor scale tries to demonstrate the MO of the organization, guided by measuring the flow of market information that is taken by enterprises with aperspective associated to market intelligence. However, besides the flow of information pertaining tomarket intelligence, there are other activities that are part of applying marketing in enterprises, which arenot considered on these scales. In view of this an attempt was made to clarify this question searching for arelationship between the two concepts. In this sense the integrated use of e orts by the incorporation ofmarketing activities with market intelligence, structured on the Markor scale presents an opportunity to beexploited. Therefore, this study aimed to show the relationship between the practices of marketingactivities and the level of market orientation in enterprises. After a preliminary review of pertinentliterature a quantitative field survey was made with a sample of residential condominium builders inLondrina and Maringa, to assess the possible relations between these two constructs, i.e. the practices ofmarketing activities and the e ective questions about MO, according to the  Markor scale. Statisticalanalyses were made by applying the Fisher’s Exact test, which verifies the relationships between thevariables and in a complementary way and Cramer's V, which highlights the significance of thesevariables. As a preliminary result, there was a positive relationship between the application of marketingactivities and the MO. Although the overall results have not confirmed a significant relationship betweenthese two constructs, other issues emerged demonstrating the interface between di erent profiles ofdetermined marketing activities and the constructs of the MO, by means of the Markor scale.

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Author Biographies

Alexandre João Munhoz, Universidade Estadual de Londrina

Mestre em Administração pelo PPA UEL/UEM − Londrina-Paraná, Brasil

Especialista em Marketing pela PUC-PR

Graduado em Administração pela Universidade Estadual de Londrina

Empresário do setor de Propaganda

Mario Nei Pacagnan, Universidade Estadual de Londrina

Professor do Programa de Mestrado em Administração da Universidade Estadual de Londrina − Londrina-Paraná, Brasil

Pós-Doutor em Administração pela PUC-PR

Doutor em Administração pela FEA-USP

How to Cite
Munhoz, A., & Pacagnan, M. (1). THE RELATION BETWEEN MARKET ORIENTATION AND MARKETING ACTIVITIES OF RESIDENTIAL CONDOMINIUM BUILDERS IN LONDRINA AND MARINGA. REGE Revista De Gestão, 19(2). https://doi.org/10.5700/issn.2177-8736.rege.2012.49902
Section
Marketing