Measuring market orientation of Muscle Pharm Corp. (MSLP:US) May 2014 | Page 3

Setting and Measuring of individual and department performance

1 INTRODUCTION ............................................................................................................ 1
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ASSESSMENT OFTHE OVER-RIDING ORIENTATION ....................................................... 3
2.1 PRODUCT VS PRODUCTION ORIENTATION .............................................................. 3
2.2 SALES VS MARKET ORIENTATION ........................................................................... 7
2.3 SALES VS PRODUCT ORIENTATION ........................................................................... 9
2.4 OVER-RIDING ORIENTATION – SALES ORIENTATED ................................................ 9
3.3 MARKOR SCALE EVALUATION............................................................................... 11

4 RECOMMENDATIONS TO IMPROVE MARKET ORIENTATION ........................................ 13
4.1 CUSTOMER NEEDS IN SUPPLEMENT INDUSTRY ....................................................... 13
4.2 CONCRETE RECOMMENDATIONS TO MSLP BOARD TO IMPROVE ............................ 13
3 APPENDIX - MEASURING MARKET ORIENTATION OF MSLP......................................... 16
3.1 METHODOLOGY AND MARKOR SCALE IN ACTION ................................................. 16
3.2 MARKOR SCALE QUESTIONNAIRE ........................................................................... 18
6 BIBLIOGRAPHY .......................................................................................................... 23

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