Which of the following is a drawback of the production-orientation philosophy?
a. It ignores the importance of assessing a firm's internal capabilities.
b. It overlooks the importance of market research.
c. It places little emphasis on the assessment of manufacturing plants and facilities.
d. It gives importance to the sales function over other functions.
ANSWER: b
A production orientation falls short because it does not consider whether the goods and services that the firm produces most efficiently also meet the needs of the marketplace.
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