Background: In addition to providing effective and equitable services to low-income groups, teaching hospitals must obtain a significant share of the demand of high-income groups in order to have a balanced and positive operational performance. The aim of this study was to investigate the market ORIENTATION of teaching and medical hospitals in Qazvin. Materials & Methods: This descriptive-analytical study was conducted at teaching and medical hospitals of Qazvin University of Medical Sciences in a cross-sectional manner in 2020. Data were collected in a one-month period through a questionnaire survey. The study population was the total staff working in 6 hospitals of this university who were selected using quota-random sampling method. The required data were obtained by collecting 411 market ORIENTATION questionnaires (Ahmad and Eqbal 2013) and were analyzed in SPSS 16 software. One-way analysis of variance with 95% confidence interval was used to compare the means. Results: The market ORIENTATION of all studied hospitals was 2. 88 out of 5. Also, customer ORIENTATION had the highest average (3. 32 out of 5) and paying attention to COMPETITORs had the lowest average (2. 80 out of 5). The mean for dimension of coordination between tasks was 2. 86 out of 5. Apart from paying attention to COMPETITORs, there was a statistically significant difference in terms of market ORIENTATION, customer ORIENTATION and coordination between tasks(P <0. 05). Conclusion: The status of the studied hospitals were in medium, high and below the average in terms of market ORIENTATION, customer ORIENTATION and attention to the COMPETITOR, respectively. To achieve a profitable service market, hospitals must implement a strategic plan against COMPETITORs and direct staff duties to strengthen market ORIENTATION.

The aim of this study was to investigate the role of market ORIENTATION in business profitability of bodybuilding halls in Kermanshah City. The population consisted of all managers of bodybuilding halls of Kermanshah city (N=153). 113 subjects were selected as the sample by Cochran formula and simple random sampling method; finally 113 questionnaires were returned. To collect data, Market ORIENTATION Questionnaire developed by Ramayah et al. (2011) and Business Profitability Questionnaire developed by William et al. (2009) were used. Internal consistency of these questionnaires was determined by Cronbach's alpha as 0. 87 and 0. 79 respectively. Descriptive and inferential statistics were used for data analysis. The findings showed no significant relationship between customer ORIENTATION and business profitability. No significant relationship was observed between COMPETITOR ORIENTATION and business profitability. There was a significant and positive relationship between inter-functional coordination and business profitability. Among dimensions of market ORIENTATION, inter-functional coordination had the ability to predict business profitability. It is recommended that the manager of bodybuilding halls in Kermanshah city should improve and develop market ORIENTATION in their clubs so that they can pave the way for profitability of their business.

According to Iran's capacity in tourism, this industry can be improved in our country. Taking advantages of effective tools and parameters of marketing including market ORIENTATION is one of the factors for achieving this goal. This study examines the role of market ORIENTATION on the development of tourism in Lorestan1.Therefore, to be ensured that the hypotheses were model based, the researcher distributed reliable and valid questionnaires among 50 participants which were about the administrators of tourism organizations in Lorestan. The analysis of gathered data was based on an analysis approach. The results revealed that market ORIENTATION had a significant effect on the development of tourism in the area.

The purpose of this research is to discover the structures and dimensions of market ORIENTATION in order to design and introduce an indigenous model and a specific market ORIENTATION approach for Iranian knowledge-based companies. The approach of this research is qualitative and exploratory type and includes studying documents, reviewing theoretical literature, conducting library studies and interviewing experts and owners of knowledge-based companies in Iran and have been used from capabilities of Groudnded Theory (GT) method and MAXQDA 2020 software to advance the research.  With managers of 12 production type one of knowledge-based companies were conducted deep, semi -structured and semi-regular interviews which were selected from a statistical population of 352 member companies, as purposive sampling or criterion based sampling. The substantive, theoretical and core codes of these interviews have been extracted in the process of open, axial and selective coding. Since all research studies are based on a theoretical framework, conceptual model or mind map that explains the research variables and the causal relationships between them, the present research uses a pragmatic theoretical lens and a pluralistic approach to show that there is an interactive link between the construct market ORIENTATION and structures of market turbulence, technological turbulence and the competition intensity as a antecedents of market ORIENTATION and also with the business performance as a consequence of market ORIENTATION. This study tries to identify a pattern of market ORIENTATION for Iranian knowledge-based companies for the first time in order to adapt this companies to the dynamic and non-static essence of the era of cross-competitive challenge. Based on the research findings, the market ORIENTATION construct in the indigenous model of Iranian knowledge-based companies has the dimensions of customer ORIENTATION, COMPETITOR ORIENTATION, Inter-functional Coordination, Future ORIENTATION, Innovation ORIENTATION and Learning ORIENTATION.

The purpose of this study is to investigate the influence of strategic ORIENTATION on the marketing capabilities in the organization. The nature of research method is survey-applied. For data gathering, the managers of Mellat bank in Mashhad were subject to distribute the questionnaire. The construct validity was investigated using the confirmatory factor analysis and Cronbach's alpha greater than. 70 for different constructs of the questionnaire confirmed its reliability. The statistical method of structural equation modeling was used to test the hypotheses. Research results indicated that the customer ORIENTATION, COMPETITOR ORIENTATION and innovation ORIENTATION affected the marketing capabilities and the hypotheses concerning this relationships was confirmed. But, the cost ORIENTATION did not affect the marketing capabilities and the hypothesis concerning the influence of cost ORIENTATION on the marketing capabilities was not confirmed.

Market ORIENTATION as an essential concept of marketing has not been studied in Iranian commercial banks with no native scale. This study aimed at develops a native scale for measuring market ORIENTATION and its situation in Iranian commercial banks. Accordingly as a result of theoretical and exploratory studies a comprehensive scale was developed which shows dimensions of market ORIENTATION. Validity of the scale is confirmed by 70 experts. The confirmed scale is questioned from 300 managers and officers of international department of commercial banks through a 2-page questionnaire. The findings are: (1) A native scale for measuring market ORIENTATION in Iranian commercial banks in which the importance of dimensions are intelligent behavior, analyzing and planning of strategic response, implementing and controlling of strategic response and coordinated systems and departments respectively; (2) Market ORIENTATION in Melli, Saderat, Mellat and Sepah Banks is appropriate and only in Tejarat Bank is inappropriate.

Ever changing of business trends and increase of competition among companies has made the surrounding environment of organizations, more diverse. Diagnosing future business trends and moving towards the way that organizational goals might be achievable, highlights the importance of marketing research and subjects such as market ORIENTATION. The objective of this study is to evaluate the effect of market ORIENTATION on job attitude, which is essential for internal marketing. This research is typically a practical and descriptive survey. Hypothesis and the instrument of measuring market ORIENTATION have been derived from the market ORIENTATION scale of Narver and Slater (1990) and the instrument for measuring job attitude has been derived from standardized scales. Statistical population of this research includes the commercial banks in Bushehr. Using appropriate statistical methods, 234 individuals have been selected as the sample. Reliability internal consistency of data has been approved considering Cronbach's alpha coefficient. Data has been further analyzed by Pearson’s correlation and regression tests using SPSS software. Findings imply that market ORIENTATION influences job attitude; also component of market ORIENTATION influences organization commitment, job satisfaction and customer ORIENTATION; and inter-functional coordination influences intention to leave. In addition, none of the components of market ORIENTATION has impact on role conflict and COMPETITOR ORIENTATION has no correlation with intention to leave. Finally, suggestions have been presented for improving performance of commercial banks and future research.