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Jumping the Marketing Curve Published: Sunday, May 3, 1998 By: Dr. Manuel Angel Morales

Realism in business means first and foremost a market orientation. It is a form of perception, a sense of smell, a pervasive attitude toward life itself. Marketing as a constructive behavioral science is everything. Business is an attitude, the predisposition to be totally and fully in touch with the reality of the market, the behavior of customers and respond to it effectively and successfully. Business, like science, is a language, one constructed to cope with recalcitrant reality. But the principles of the language of business extend far beyond commerce and they reach into all aspects of life. Results are the only language that makes sense to the business mind. Results and reality are the same word.

Unfortunately, some organizations surround their people with a protective wall that blurs their perception and instinct of the market and other economic, social and political forces. To bad for them. The market is real, and every employee must feel it. This is a guiding principle for Q.B.S.: every single employee must feel directly and daily the impact of the market place.

Our predicament is that there are, at least two rules of the marketing orientation defining the well-managed organization: every employee must be close to the customer, and every employee must be close to the business plan and understand reasons for it. This kind of realistic contact is not a matter of mere words, an internal campaign, instruction or communication. It must result from the structure of the organization itself. Intelligent design can put every employee face to face with the customer, which is the same as being in contact with the strategic needs of the organization.

Specifically, market orientation means to know precisely who your immediate customer is and to be aware at the same time of who your end customer is. In a traditional sales organization, for example, the sales person`s immediate customer may not be the prospect but rather his or her sales supervisor. Understanding what the prospect perceives as value may be far less important for the career of the sales person and even for the due process of the organization, than accepting what, for the supervisor is perceived as value. Of course, there is a need to create a kind of organizational balanced score card (financial results, marketing-customer orientation, system-process improvement, learning and growth). Its a matter of learning to jump the curve.

Marketing orientation is close to result orientation. Results are category leaps, quantum transformation. They require the genius mindset, having no fear for break through change and transformation. It means facing reality, changing before you have to, not competing if you don`t have an advantage and daring to direct your destiny.

 


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