H&M conducted marketing research to identify explanations for the sales declines its retail stores are experiencing across the United States. The research focused on understanding the shopping habits and desires of a key target market-the Millennial generation. The results indicate that Millennials are more interested in supporting organizations that stand for something-or support a cause or contribute to providing social justice. The information can assist H&M in reorganizing the company, developing new products and communicating with its target audiences to be more effective. Based on this information, which orientation best applies to H&M?
A. Sales orientation
B. Target market orientation
C. Market orientation
D. Production orientation
E. Stakeholder orientation
Answer: C
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