Introduction « Change is recognised as endemic and adaption considered to be the Darwinian condition for survival. Changing needs present potential market opportunities which drive the company. » Marketers have recognised that marketing is a human activity, which facilitates the aim, of satisfying the needs and wants of consumers through an exchange process. The market concept then consists of recognising and creating consumers' needs and wants , which then creates a potential market opportunity, which consequently aims to satisfy this need. Market orientation, however, takes a broader view, McNamara defines it as : « a philosophy of busines