If an organization has a marketing orientation, its planning rests in its marketing effort. Marketing becomes the business's philosophy, not just a functional field. Industries focus targets around managing customer retention and satisfaction them by product definition, characteristics, and inter functional integration throughout the organization. Having a market orientation necessitates "the organization-wide generation, dissemination and responsiveness to market intelligence" (Kohli and Joworski, 1990). Another orientation a corporation can have included sales, finance, R&D, or manufacturing.