What are the Advantages and disadvantages of marketing orientation?

A company with a marketing orientation has a strategic focus centered on awareness and understanding of the marketing concept. The marketing concept indicates that building long-term customer relationships requires putting the needs and wants of the customer first. Customer needs should drive the research and development process. This is opposite the product orientation, which makes the product the first point of emphasis. Customer-Centric Alignment
A major cultural advantage of adopting the marketing orientation in your business is that you can can employees at all levels involved in one strategic mission of customer satisfaction. This requires top management emphasizing the needs and satisfaction of customers as top priorities. If all employees commit to providing what customers want, your business should do better developing quality, well-received products and earning profits on them over time.