摘要：It is often taken for granted that the marketing concept is true. The concept is usually expressed as the assertion that firms which are marketing oriented will do better than firms which are not. In a programme of research at Massey University this assertion is being put to the test by comparing the financial results of firms which exhibit high levels of marketing orientation with those that exhibit lower levels of marketing orientation. The results obtained so far show no evidence of a relationship between marketing orientation and financial success
