Which statement best describes product orientation?

• A. Better products with more features will be better.
• B. A belief that advertising drives demand.
• C. Customers drive product design.
• D. Pricing strategies are the primary driver.

Answer: (C)

Product orientation centers on designing around the product’s strengths and what the firm believes will make the product attract buyers. In this view, decisions about what to build and how to build it are guided by what customers want or need, with the product itself driving the development process. Seeing customers drive product design emphasizes shaping the product to fit customer preferences, rather than pushing a generic offer through heavy advertising or focusing chiefly on price. The other ideas—believing more features automatically make a better product, or that advertising or pricing is the main lever—are more about pushing the product or using marketing tactics rather than letting the product design emerge from customer-informed decisions.