- orientation o‧ri‧en‧ta‧tion [ˌɔːriənˈteɪʆn, ˌɒ- ǁ ˌɔː-] noun1. [countable, uncountable] MARKETING the type of activity or thing that a business or organization gives most attention to:
• The company needs to develop a stronger orientation towards marketing its products.
• He was unhappy with the commercial orientation of the organization.ˌmarket orienˈtation also ˌmarketing orienˈtation [uncountable] MARKETINGwhen a business concentrates on designing and selling products that satisfy customer needs in order to be profitable:
• Organizations which have a market orientation need to respond quickly to changes in the way people live and work.ˌproduct orienˈtation [uncountable] MARKETINGwhen a business bases its ability to make profits on the high technical quality of its products, rather than on customer needsˌsales orienˈtation [uncountable] MARKETINGwhen a business bases its ability to make profits on using powerful selling techniques to persuade people to buy its products, rather than on customer needs2. [uncountable] HUMAN RESOURCES a period of time during which people who have just joined a company or organization are trained or given information:
• All new employees attend a number of orientation sessions.
* * *orientation UK US /ˌɔːrienˈteɪʃən/ noun [C or U]► the type of interests, activities, or aims that an organization, business, or project has, or the act of giving attention to a particular thing: »
The development of a consistent culture of customer orientation throughout the organization is crucial for survival.»
The company has adopted a new eco-friendly orientation.orientation to/towards sth »
He stressed the company's orientation towards the needs of the market.► HR the particular beliefs, opinions, or ways of behaving that a person has: »
The Act requires that people should be employed without regard to their political or sexual orientation.► HR training or preparation for a new job or activity: »
The job starts tomorrow with a full week of orientation.»
You will be given an orientation before your project starts.
Financial and business terms. 2012.