Tham khảo tài liệu '“the bagwan marketing insights from every manager needs to know_5', kinh doanh - tiếp thị, pr-truyền thông phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | 120 Marketing Insights from A to Z The company needs to assess how all of its departments impact on customer satisfaction. Customers are adversely affected when their products arrive late or are damaged when invoices are inaccurate when customer service is poor or when other foul-ups occur. The company needs to take a larger view of the company s industry its players and its evolution. Today many industries are converging . telecommunications entertainment cable the media and software presenting new opportunities and new threats to each industry player. The company needs to assess the impact of its actions on all the company s stakeholders customers employees distributors dealers and suppliers not only its shareholders. Any alienated stakeholder group can cause disruption to the company s plans and progress. So what should be the major roles of marketers with respect to customers At least the following Detecting and evaluating new opportunities. Mapping customer perceptions preferences and requirements. Communicating customer wants and expectations to product designers. Making sure that customer orders are filled correctly and delivered on time. Checking that customers have received proper instructions training and technical assistance in the use of the product. Staying in touch with customers after the sale to ensure that they are satisfied. Gathering customer ideas for product and service improvements and conveying them to the appropriate departments. Markets 121 What marketing skills do marketers need in order to carry out their role J. S. Armstrong a professor at the Wharton School University of Pennsylvania lists the following skills forecasting planning analyzing creating deciding motivating communicating and implementing. These skills make up what we call marketing ability and it is marketing ability that companies look for in their search for a marketing vice president. arkets Markets can be defined in different ways. Originally a market was a physical .
