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Essay / Research Paper Abstract
A 10 page paper discussing research-led strategy change from traditional to customer-targeted methods. The bottom line in making the shift from traditional to customer-targeted marketing lies in focusing on customers' true needs – rather than those assumed by the organization – and then aligning business processes and products to serve the needs of the customer, rather than serving the needs of the company. The paper reviews empirical research in three industry sectors (manufacturing, hospitality and health care) and provides an example of change made at Roche Diagnostics. Bibliography lists 11 sources.
Page Count:
10 pages (~225 words per page)
File: CC6_KSstratTradCustMkt.rtf
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Unformatted sample text from the term paper:
There appears to be relatively few published empirical studies specifically addressing the issue of shifting from traditional to customer-targeted marketing. Even fewer use the information gained to suggest changes
in organizational behavior, at least at systemic levels where those changes can have the greatest effect. Those studies that do exist, however, bring valuable insights that together can lead
to a synthesis of the information within them and understanding the theoretical frameworks in which each was undertaken. This paper reviews empirical research in three industry sectors (manufacturing, hospitality
and health care) and provides an example of change made at Roche Diagnostics. Literature Review Factory Production Gomes, Lisboa and Yasin (2003) report
that the "closer a company is to the final customers in the supply chain, the more it is concerned with customer satisfaction" (p. 70). Gomes, et al. (2003) believe
there are two alternatives for the manufacturer close to the end user in the supply chain: (1) either increase lot size so that less time is spent on changing
manufacturing configurations or (2) learn how to better deal with smaller lot sizes. This requires that the organization increase the efficiency with which it operates so its production time
is not greatly adversely affected by the downtime of line configuration changes. Gomes, et al. (2003) investigate a company in the textile industry,
one that supplies knitted clothing to its customers. Customers are retailers seeking to sell the goods to the final end user. Thus the industry that Gomes, et al.
(2003) investigate is one greatly affected by seasonality. The company most likely is requiring rather long lead times from its customers so that it can arrange for its own
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