Marketing can be defined as “the process of creating, distributing, promoting and pricing goods, services and ideas to facilitate satisfying exchange relationships with customers in a dynamic environment” ( Pride et al. 2007). The marketing concept shows that an organization always tries to provide goods and services to satisfy the needs and wants of consumers. It can help the organization achieve its goals. The evolution of the marketing concept goes from production orientation to sales orientation, continuously becoming market orientation and social market orientation (Pride et al. 2007). Therefore, the purpose of this essay is to discuss what market orientation is and whether market orientation is sufficient for business success in the business world. This essay is divided into three parts, which are introduction, body and conclusion. Market orientation is “an organization-wide commitment to seeking and responding to customer needs” (Pride et al. 2007). The organization will satisfy the needs and wants of customers by using their products, services and ideas (, 2007-2008). A market-oriented company is always focused on customer needs. Therefore, the relationship between market-oriented company and customers will become closer and it will be easier for the company to obtain information from customers (Jobber David 2007). Fundamentally, the goal of a market-oriented company is to profit from consumer satisfaction. They will achieve their goal by coordinating marketing and cross-functional activities (Lamb, Hair & McDaniel 2002). Market orientation can be shown as figure: Figure 1 (adapted from Jobber David 2007 p. 6) Customer orientation, competitive focus and cross-functional coordination are the three main components of market orientation. According to Kohli and Jaworski states that market orientation provides "a unifying focus for individuals' efforts and projects, thus leading to superior performance" after interviewing some managers. The main component of market orientation is customer orientation. The company must continuously understand the customer value chain. Therefore, managers and employees can know this through customer calls (Slater and Narver March-April 1994). A market-oriented company is always focused and driven by customer needs (Casper April 1989). For example, a company has a program that encourages its employees to visit customers once a month to receive new information from them. Additionally, some companies care about pre- and post-sales services. All effort is aimed at meeting customer satisfaction (Slater & Narver March-April 1994). Secondly, competitor is one of the components of market orientation.