Marketing orientation in government executive agencies: The case of Tanzania Building Agency

This study aimed at studying marketing orientation in government Executive Agencies using Tanzania Building Agency (TBA) as a case study. It aimed at assessing whether or not marketing theories were adequately practiced so as to influence production of goods and services that match customer requirements. The study specifically aimed at revealing whether or not TBA analyses its target market before production and delivery of its goods and services. Also if it studies needs and wants of its customers; updates its products to suit customer needs and wants as well as communities efficiently and effectively with its target customers. The study also assessed the extent to which goods and services produced by TBA much customer requirements and satisfy them. The researcher used positivists’ paradigm and relief on statistical and quantitative analysis to get plausible solutions. Both desk and field research were conducted to obtain the used data. The study revealed that marketing practice in Government executive agencies was not adequate enough to influence production of goods and services that match customer requirements. Hence customer satisfaction level was low. Also marketing orientation was vital for improvement of Agencies performance as well as production of goods and services that satisfy customers.