From "make and sell" to "sense and respond."

Companies typically can be characterized by one of the two major paradigms of marketing orientation as being either a product-centered or a service-centered organization. Product-centered companies develop products that are responsive to the market place and offer services as a complement to the products. Service-centered companies see a product as part of a complete package. While some firms may try a hybrid strategy, one of the two paradigms will predominate. The correct choice of paradigm will rely on the nature of the company's customers and on market and industry variables.