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The marketing concept states that firms who first determine and then satisfy customer needs should realize superior performance. Market orientation (MO) operationalizes the marketing concept and is the organization-wide generation of market intelligence, dissemination of the intelligence across departments, and organization-wide responsiveness to it (Kohli and Jaworski, 1990). Market oriented firms should enjoy successful new product programs . However, empirical findings are mixed. This research conceptualizes MO at the departmental level, specifically within cross-functional new product teams. Findings here suggest interfunctional market orientation (IFMO), between marketing and technology groups, is directly related to new product program success.

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Employers select job candidates based upon a matching of the employer's needs and the student's qualifications. It is important for students to have an accurate perception of what selection attributes are given the highest and lowest priority by employers. This research surveyed employers to ascertain their priorities and students to identify their perceptions of how employers would prioritize selected attributes. Results indicate that students may be either misinformed or have misconceptions about the relative priority employers are placing on various job selection attributes. The implication to marketing educators is that many of the key attributes sought out by employers can and should be given greater emphasis in the teaching of marketing courses. The result of emphasizing the high priority attributes should be students who are better targeted for the job market with a higher probability of success.