Successful Organizations Are A Product Of Successful Marketing

5125 words - 21 pages

Successful Organizations are a Product of Successful Marketing
L. McTier Anderson’s 1987 article, “Charting a Smooth Course for Marketing’s Seven C’s,” provides a practical framework for marketing management. Anderson suggests that an appreciation of the significance of the 7Cs of the marketing discipline - customer orientation, change, competition, communication, credibility, creativity, and commitment - can help managers choose analytical tools and techniques and develop effective marketing strategies and plans.[i] As business professionals, one way we can better understand marketing principles, is to study the distinguishing characteristics of successful organizations and how ...view middle of the document...

“In Business Week’s first-ever ranking of the best providers of customer service, we set out to find the service champions, but also to dig into the techniques, strategies, and tools they use to make the customer king,” writes McGregor, Jesperson, Tucker and Foust (2007). The results crowned ‘service legend’ USAA as the No. 1 Customer Service Champ, “where great customer service is a founding, fundamental principle.” [iv] That was 2007 – and USAA has been on the list every year since.
“Although few large companies have such a specialized focus, managers everywhere could learn plenty from USAA about coddling customers,” writes J. McGregor in the 2010 article detailing specifics of Bloomberg BusinessWeek’s annual Customer Service Champs top-ranking companies. “In almost everything it does, the financial-services outfit puts itself in the spit-shined shoes of its often highly mobile customers, many of whom face unique financial challenges.”(2010)[v]
Karen Pauli, research director of consulting firm TowerGroup claims: "There is nobody on this earth who understands their customer better than USAA."[vi] So how do they do it? USAA knows how to serve its armed forces customers and the unique financial issues they face. The company was founded in 1922 by a group of 25 Army officers who got together to insure each other's vehicles. Today, the company continues to foster this level of identification with its customers beginning with employee training. New hires attend sessions where they dine on MREs (meals ready to eat), which troops consume in the field, try on gear such as Kevlar helmets and flak vests, and receive deployment letters to help illustrate the financial decisions customers face at such an emotional time. (para. McGregor p41).
Another market leader in the customer orientation category (and a regular on Business Week’s Customer Service Champs list) is Nordstrom Inc., an apparel company known for its outstanding customer service and accomplishments in creating an outstanding ‘customer experience.’ From inviting atmospheres, huge inventories, and personal ‘thank you’ notes from sales staff, Nordstrom’s has “created a culture where customer service is singled out, honored and rewarded.” [vii] Perhaps that’s why 28% of 19,000 customers surveyed by a recent IBM pole (higher than any other store in its group) pledged their loyalty and recommendations for the retailer.
It was Peter F. Drucker, commonly referred to as the father of modern management, who first asserted that: “There is only one valid definition of business purpose: To create a customer…”[viii] Drucker stressed that a firm understanding of customers’ ever-changing needs, wants, and preferences was the driving force for business success. He would no doubt agree that Southwest Airlines is an honorable mention with regards to customer orientation. In a 2010 Marketing Management article, Locander and Luechauer state “Unless you have been...

Other Papers Like Successful Organizations Are a Product of Successful Marketing

Are Today’s Teaching Methods Producing Successful Results?

836 words - 4 pages Questions: Are today’s teaching methods producing successful results? How do we they are producing successful results? DON’T TRY TO WRITE THE PAPER ASK THE QUESTION: WHY DO KIDS CHEAT “IN SCHOOL”, subsequently in work and in life? (11TH – SENIORS AND 1ST AND 2ND COLLEGE STUDENTS) Abstract: what is cheating? ( up to 120) and Keywords Why am I calling this cheating? Ex: you get a particular kid an English paper they will go through

Social Technical Systems…the People Behind the Systems Are the Keys to a Successful Future

938 words - 4 pages SOCIAL TECHNICAL SYSTEMS…THE PEOPLE BEHIND THE SYSTEMS ARE THE KEYS TO A SUCCESSFUL FUTURE February 25 th, 2012 Abstract A socio-technical system is a combination of people and technology working together towards one common goal or objective whether the goal is to increase sales in a company or develop a program to help design and build a safer automobile. The employees that operate the devices, tools and run the computers systems are the

There Is a Lot of Debate Within the Academic Literature About the Personality Traits and Characteristics That Are Associated with Successful Entrepreneurs. with Reference to Appropriate Academic...

1488 words - 6 pages control and more. I will be finding out if successful entrepreneurship is based upon the personalities of individuals or not. Previously, I was never really into entrepreneurship until I started college a few years ago. Having done a fashion design course with sewing and marketing experience, this really made me think about starting my own fashion business in the near future. I had the privilege of gaining further experience and knowledge about

Given the Large Number of Successful Proprietary Claims, There Are Very Few Incentives for Parties Dealing with Land to Formalise Their Transactions

2198 words - 9 pages that proprietary estoppel isn’t a familiar subject and that “there are few lawyers who are constantly concerned with it.” Therefore, before attempting any discussion of the title, this essay will look to the development and progression of proprietary estoppel, and in doing so consider the factors that have led to an increase in the number of successful claims. The question of incentives will be moderately brief. Motive rarely plays a leading

Access the Factors That Are Likely to Determine Whether Pressure Group’s Are Successful in Achieving Their Aims

775 words - 4 pages Access the factors that are likely to determine whether pressure group’s are successful in achieving their aims A pressure group is a group that tries to influence public policy in the interest of a particular cause. A sectional pressure group represents a specific section of society such as trade union or an employer’s association. Also known as an interest group. Whereas a promotional group is a pressure group that seeks to promote a cause

Characteristics Of A Successful Entrepreneur

1726 words - 7 pages objectives. Most are at their best in the face of adversity, since they thrive on their own self-confidence. iii. Sense of Urgency Entrepreneurs have a never-ending sense of urgency to develop their ideas. Inactivity makes them impatient, tense, and uneasy. They have drive and high energy levels, they are achievement-oriented, and they are tireless in the pursuit of their goals. iv. Comprehensive Awareness Successful entrepreneurs can comprehend

Framework of a Successful Team

1822 words - 8 pages Framework of a Successful Team There are many criteria necessary in building an effective team. Specific steps can be executed for a productive team to emerge. We can examine the framework of a successful team to see how this can be achieved. Critical Elements to Creating a Team When establishing a team it is important to consider several attributes that help to facility a high performance team. Effective Leadership - Every team needs a

History of a Successful Company

656 words - 3 pages Card but is now known as Target's REDcard. They still offer credit or debit card options. Target launches Target.com in 1999 and consumers are now able to shop a wide assortment online, just as in store. In the same year, Target also began selling gift cards. Now open in 47 states, and with a wide variety of exclusively private labels, Target exceeds $50 billion dollars in annual sales in 2005. TARGET CORP. To sum up Target's overview of

Acceptable Characteristics of a Successful Student

791 words - 4 pages to produce a final product that looks good, and reflects of a care and pride in their work. Successful students seem driven to complete their assignments. All work and assignments are turned in, even if some of their responses are not brilliant. These are just the basic character tests that you can apply to identify a successful student. There are numerous other characteristics that relate to their composure, group orientation, leadership role

Having a Successful Interview

981 words - 4 pages Having a Successful Interview In our days most people are defined by their job, the unemployment rate increases and the work positions available for new employees decrease dramatically. Just having a good CV, a long list with degrees and masters or hundreds of hours experience, you will not get the job unless you learn how to present yourself. The ability to persuade a prospective

A Successful Basketball Player

1124 words - 5 pages , because every basketball player in NBA is approximately the best in their habitations such as schools, towns, cities, or countries. They went through numbers of eliminations, and finally defeated their competitors to join the NBA. As an old saying goes “survival of the fittest.” A successful NBA player has to do his best in every game in order to stand out from other players who are as strong as he does or even stronger, and then success is near

Related Essays

Seven Practices Of Successful Organizations Essay

1047 words - 5 pages Yes we can apply several of the seven practices of successful organizations to the article “Managers Need to know what their Workers aren’t Telling Them”. In order to make sure that the organization is functioning to the best of its ability we need to make sure that all employees, managers and owners are as happy and content as we can feasibly make them without doing so at the expense of others. For the heading ‘We’re Not Interested in Taking

3 Examples Of Successful B2 B Marketing Campaigns

529 words - 3 pages . The idea of using ‰”optimism‰” as an overarching campaign theme was a breakthrough idea that excited not only the marketing team but also the Xerox management team. In the solutions world, everyone focuses on problems. Xerox’s message to targeted decision-makers would be just the opposite: that optimism is smart business and Xerox can provide valuable insights into how similar organizations have used optimism and confidence to reach new heights

Are Successful Media, Principally Highly Successful Movies, Successful Because They Accurately Reflect The Social Mood Of The Public ?

3023 words - 13 pages which is generated by the limbic system of the human brain and is an involuntary, unconscious, “hard-wired” human condition. In order to establish the correlation between highly successful movies and human social mood we require a quantitative measure of human social mood, this is provided by the “Wave Principle” which measures the wave behaviour of the major stockmarket indices. These indexes are a qualitative measure and ‘barometer” of social

Parents Are The Key To A Successful Education

1512 words - 7 pages admission to college, he would have been more successful. In Caroline Bird’s research, she noted, “an eighteen-year-old high school graduate is still too young and confused to know what he wants to do, let alone what is good for him.” (Bird, par.14) In College is a Waste of Time and Money, Birds opening paragraph states, “A great majority of our nine million college students are not in school because they want to be or because they want to learn