The world shipbuilding industry performs in a concentrated market where the rules of competition are set internationally. The main objective of the present study was to analyze the market orientation measures in the industry, concentrating mainly on marketing research: issue analysis (external and internal environment); segmentation, targeting, differentiation and positioning strategies; marketing mix decisions, and organizational aspects of the marketing function. To assist internationally applicable results, the study was carried out in two different populations, namely the shipyards in Turkey and in the United States, and comparative results were obtained in the mentioned marketing management measures. The results prove that market segmentation, market targeting, differentiation, positioning, price, place and promotion elements differ between shipyards of the U.S. and Turkey. It is also concluded that shipyards with more developed marketing organizations approach market orientation determinants of modern marketing effectively, and that a competent approach to market orientation measures strengthens the competitive position and success in customer choices.
