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

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.