To be directed towards the demands of the market. A market-oriented approach to developing a product is one which puts the desires of the consumer first, as shown by market research. This is as opposed to product-oriented, where a product is developed before it is known there is a market for it (often occurs in companies driven by technology).
Producers of most consumer goods have become market-orientated because of increased competition and better knowledge on the part of the consumer about what is available. Products that all perform their same basic function the same way, such as televisions, motorcycles and cookers need to be market-oriented to stand out as much as possible. The service industries are increasingly becoming more market oriented.