Marketing Reflects the Needs and Wants of Customers

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Ever since man started trading goods, marketing was created. Marketing has evolved and there were several phases in its evolution. First, there was the production of the product, with no consideration on customers’ wants and needs. Secondly, customer’s wants and needs were not really considered as products were pretty much standardized. Lastly, products were differentiated and a focus on customer's wants and needs came to the forefront of business concern, which was the needs and wants of customers. (Kotler, P. & Keller, K.). Marketing involves the satisfying customer’s needs and wants. An essential factor in the marketing process as well as a business, your goal is to provide value to the customer for a profit. (Kotler, P. & Keller, K.) A successful marketing manager must be open-minded and think from a customer’s perspective. Thinking like a customer is an intricate tool to a successful marketing manager. You must ask yourself, what does the customer want and need? Successful companies are customer-driven, placing customers at the center of their decision-making process and focusing on strategies that deliver a consistently positive experience at every touch point. (, August 31, 2010) Great marketing managers conduct research to keep themselves abreast on the needs and wants of customers in an effort to develop their marketing approach. Providing an “easy” process for customers to complain assists in the improvement in development of valuable goods and services for the customer. To aide in customer satisfaction, many companies have complaint cards in their stores as well as links on their website to file a complaint or give kudos. Many of the larger companies have stated that many of their innovations derived from customer complaints. (Kotler, P. & Keller, K., Marketing Management, 2009) In short, customer feedback is an integral component of customer centricity, as is an understanding of how the customer experience works with...