Rethinking Marketing Essay Example for Free

Rethinking Marketing EssayCompanies today have technology that enables them to interact at present with customers. Firms must(prenominal) make use of this technology to focus on customer needs and develop into customer-oriented companies rather than product oriented ones. In order to assist this change a change in the companys strategies as well as structure becomes necessary. This change includes reinventing the organizations marketing department entirely. One such(prenominal) change in scheme involves customer cultivation. Companies must move from being traditional companies to customer cultivating companies. A customer cultivating company is one that focuses on idiosyncratic or small groups of customers as opposed to a traditional company that focuses on the mass. Many firms today are trying to make this strategy work. For example IBM, Tesco and American express.Next we come to change in structure, which involves reorganizing the marketing department. * Firstly CMOs mus t be replaced by CCOs (chief customer officer). The CCOs job is to plan and put on the firms customer relationship strategy and supervise all customer-facing functions. * Secondly under the CCO will work the customer managers who identify the customers needs and come in brand mangers to fulfill those needs. * Customer- facing functions some functions such as the customer relationship management that forms a part of the IT department must be do a part of the customer department. CRM (a tool for gauging customer needs and behavior) contains the data needed to implement customer cultivation strategy and hence essentially forms a part of the customer department.* Market research market research changes to become more customer focused as well. * Research and Development marketing and RD must be integrated so that the customer itself can be brought into the process of designing products. * Customer helper the customer department must handle this service to ensure both quality and buil ding long-term relationships with customers.With change in strategy there comes a need to change the measures that gauge the effectiveness of the strategy as well. These changes in measures are as follows* Product profitability to customer profitability* Current sales to customer lifetime value* Brand candor to customer equity* And lastly market share to customer equity share.All in all the article considers reinventing the strategies and structure of companies to make them focus on building lasting customer relations rather that building brands.