SWOT Analysis - Marketing Orientation Vs Product Orientation

Marketing Orientation and Product Orientation are, arguably, two opposite ends of the customer orientation spectrum. Write a report that:
1. Identifies positive and negative aspects of each approach and draws conclusions as to which of the two approaches is the most appropriate for long term business success, explaining your rationale clearly.
2. Suggests, using examples, what steps a business may take to adjust its orientation and what challenges this may create.
The learning outcomes for this assignment are:
1. Identify influences on consumer behaviour
2. Analyse the marketing mix