orientation o‧ri‧en‧ta‧tion [ˌɔːriənˈteɪʆn, ˌɒ- ǁ ˌɔː-] noun
1. [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] MARKETING
when 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] MARKETING
when a business bases its ability to make profits on the high technical quality of its products, rather than on customer needs
ˌsales orienˈtation [uncountable] MARKETING
when a business bases its ability to make profits on using powerful selling techniques to persuade people to buy its products, rather than on customer needs
2. [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.

See also MARKETING ORIENTATION(Cf. ↑marketing orientation), MARKET ORIENTATION(Cf. ↑market orientation), PRODUCT ORIENTATION(Cf. ↑product orientation), SALES ORIENTATION(Cf. ↑sales orientation)

Financial and business terms. 2012.

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  • orientation — orientation. См. ориентация. (Источник: «Англо русский толковый словарь генетических терминов». Арефьев В.А., Лисовенко Л.А., Москва: Изд во ВНИРО, 1995 г.) …   Молекулярная биология и генетика. Толковый словарь.

  • Orientation — Orientation. См. Ориентация. (Источник: «Металлы и сплавы. Справочник.» Под редакцией Ю.П. Солнцева; НПО Профессионал , НПО Мир и семья ; Санкт Петербург, 2003 г.) …   Словарь металлургических терминов

  • orientation — index guidance, perspective, standpoint Burton s Legal Thesaurus. William C. Burton. 2006 …   Law dictionary

  • orientation — 1839, originally arrangement of a building, etc., to face east or any other specified direction, noun of action from ORIENT (Cf. orient) (v.). Sense of the action of determining one s bearings is from 1868 …   Etymology dictionary

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