摘要：The orientation for the market has been used to explain the performance of organizations. Companies that follow this type of guidance are aimed to meet the needs of customers, providing competitive advantage over competitors. The present paper analyzed how to configure strategies for market orientation in retail pharmacy in the city of Belo Horizonte, capital of Minas Gerais. In this process, was adopted the model proposed by Jaworski and Kholi (1993), under which the companies that orient themselves for the market must present generation of intelligence, dissemination of intelligence and market response. The research, of quantitative approach was characterized as descriptive regarding purposes and on the means as a case study. It can be inferred from the results obtained, that the model needs adjustments to explain satisfactorily the orientation for this retail market.
关键词：Market orientation;Pharmaceutical market;Retail pharmacy;Guidance strategy for the market;Orientación al mercado;Mercado farmacêutico;Farmacéutico al por menor;Orientação para o mercado;Mercado farmacêutico;Varejo farmacêutico;Estratégia de orientação para o mercado
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