Theoretical and applied aspects of the use of a principle of customer-oriented business in the marketing logistics

The article considers the functions of marketing and logistics from the perspective of implementing the principle of customer-oriented business. The business becomes client-oriented, when all these factors interact with each other. That is the rule of successful business based on the principle of particular focus on customer satisfaction. The customer-oriented approach is closely associated with business goals and appears to be a quite effective way of achieving the goals provided that a target segment of the market is agreed with the target audience. Besides, targets - global and local business objectives are determined by economic and functional management, the selection of target segments and target audience is carried out with the help of marketing. The article presents a five-level pyramid of customer-oriented business: high-quality product/service, performance of a staff in the process and after sales/service, system of sales/service management, infrastructure a of sales/service area, service brand. Each of these five levels of the pyramid of customer-oriented business contributes to the customer-oriented approach of a company, from a product or services and to a brand. The order of the pyramid levels reflects not so much the significance of each level, as its role in establishing the strength of business architecture. If the lower level is unstable or fragile, the upper one will not stand, even if they are stable and sustainable.The rules of marketing logistics that facilitate forming client-oriented service systems in sectorsB2C and B2B, and as a consequence achieving the status of a customer-oriented company are grounded. The validity of ideas is supported by comments on the example of the restaurant business.