Strategic Marketing - Leo Burnett: Essay

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At all entity levels, the company might have to downsize part of its staff members as a cost cutting strategy.

But the problems generated by the complete satisfaction of the customers' needs and wants are not limited to the organization alone. At the level of commodities for instance, using fewer resources negatively impacts the organizational purveyors, reducing as such their business operations and financial stability. At the community level, two relevant consequences emerge from, first, the financial inability of the organization to support the development of the community through sponsorships, and secondly, the firing of employees, which would eventually deepen the socio-economic problem of unemployment. Consequently then, not all the things which help the customer help the organization, and furthermore, not all the things that help the individual help the community.

But since customer satisfaction remains the constant of organizational success, Cochran argues on the necessity to promote marketing strategies which create the perception that the company is trying to satisfy the clients' needs and wants. Creating positive customer perceptions is as such a more and more present and challenging task for the modern day marketing specialist. "The largest contributor to customer satisfaction is […] the customers' perceptions. Whether they're based in fantasy, fiction or some other state of unreality, perceptions have the weight of fact. In the business of pleasing customers, perceptions are fact" (Cochran, p.1).

5.

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Conclusions

The pressures of the modern day macroeconomic environment force the contemporaneous manager to develop along and implement more strategies that respond to the emergent needs of the various categories of stakeholders. One such category which has imposed numerous challenges throughout the past decade is formed from the organizational customers. In a context of intensifying competitive forces, clients became more and more pretentious, creating a situation in which the company had to strive harder than ever to satisfy their needs.

As the company leaders recognized the importance of customer satisfaction, a new saying took the twentieth century advertising community by surprise. It said that what helps people, helps business and it belonged to the much regretted Leo Burnett. Throughout the years, members of the theoretical field of strategic management brought in more evidence of the truth behind Burnett's belief, placing more and more emphasis on customer satisfaction, customer loyalty, measurement or the more recent CRM. Still, despite the recognized role of customer satisfaction, managers should remain aware that an excessive emphasis on customer satisfaction might damage the company's interest. In the end then, the best alternative is that of a balanced approach towards the satisfaction of all categories of stakeholders, be them customers, employees, shareowners or the general public......

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