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CUSTOMER CENTRALITY INTRODUCTION Business, organizations and corporations are well known bodies and entities for the evolving growth of the global economies (Scheer and Loos, 2002). Because of this, so much attention is given to these businesses, organizations and corporations, and the way and manner in which they can be helped to survive so that the global economy would also survive…
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Download file to see previous pages As a matter of fact, without these customers and the contributions they have towards the growth and development of businesses, there would be no businesses at all (Marketing 101, 2012). It is for this singular reason that business leaders and stakeholders must always consider the place and relevance of customers to the development of their outfits. In the running of businesses, it has been said that the best way to pay attention to customers is to have them as a central part of the whole marketing strategy being used by the company (Blithe, 2009). It is against this backdrop that the present paper is being written on the impact of customer centrality as marketing principle on business growth. History and Background of Customer Centrality Because customers have continued to be a very central part of businesses right from the beginning, it is very difficult to give any vivid historical antecedent to marketing principles that focuses on customers such as customer centrality. However, for the fact that the role of customer was largely neglected in the academic till people Peter Ducker attempted to give it a place, Peter Ducker has largely been credited as the brain behind customer centrality (Scheer and Loos, 2002). ...
of occasions, stakeholders in these companies have become public testifiers of how a marketing plan structured around the needs and wants of the customer has transformed their companies tremendously (Day and Montgomery, 1999). To the credit of such testimonies, a lot more companies have taken over and so over the last decade, customer centrality has become a major competitive advantage with which companies boast of market shares. For example it is common knowledge that customers are today patronizing customer service satisfaction to products and prices. To this end, the real battle on the marketing front has been about who has the best customer centrality strategies. Different Definitions of Customer Centrality Marketing 101 (2012) has defined customer centrality as “the whole business, seen from the viewpoint of its final result, that is, from the customer’s point of view.” From this definition, there are two important themes that are built on what customer centrality is and what it represents. The first theme has to do with a realization for business owners and managers to understand and appreciate the fact that the customer is the bottom line to the conduct of business. This theme is directly linked to the second, which stresses on the fact that because the customer is the bottom line to the conduct of business, the customer has to be the person, from whose view point business is conducted. We also seek from the definition an attempt being made to simplify the work of business managers by drawing their attention to the fact that customer centrality is achieved as a marketing strategy or part of the marketing plan. Imperatively, as business consider their marketing strategies and plans, it is important that they clearly identify and define the role of the ...Download file to see next pagesRead More
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