ectively, either. It has not bothered to gather customer data to find out what its customers need and want, so it is ignorant of what would really please them. By gaining explicit information on what would please its customers, Classic can boost the impact of its marketing strategies and resources.
Stakeholder Perspectives/Ethical Dilemmas
Stakeholder perspectives differ from marketing's perspective. Customers want tailored service that meets their explicit needs and wants, while marketing and customer service want to treat everyone the same. These are polar opposites in terms of perspective. Customer service and marketing both need to move onto the side of the customer instead of working at cross purposes with them. The company needs to start by creating a customer-oriented focus and then aligning its other activity around that focus. It can improve its customer rela
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