Transformative Marketing: Importance of Identifying Customer Needs

This article discusses the importance of identifying customer needs in transformative marketing. It highlights the different transformational qualities that are induced by organizations and the role of innovation in the organizational context. The article also emphasizes the utilization of Big Data in identifying customer preferences and demands. The study validates the importance of organizations to identify the needs of the customers while operating marketing their respective product and service offerings.

Running head: TRANSFORMATIVE MARKETING
TRANSFORMATIVE MARKETING
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The article
Varadarajan (2018) stated in the research that different changes that are undertaken by
the organizations in their marketing approach are based on the ever- changing situation of the
markets. The study validates the importance of organizations to identify the needs of the
customers while operating marketing their respective product and service offerings. The different
transformational qualities that are induced by organizations are dependent on the identification of
the customer needs as it assists the venture through a data-rich environment. Lefebvre (2012)
stated that the induction of the different marketing attributes is induced by the organizations
through an assessment of the capabilities and competencies that might be faced by the firm while
applying the different concepts of transformation. The digitalization of different processes of
organizations relating to marketing is dependent on the utilization of Big Data in order to
identify the customer preferences and demands. The proper identification of the customer
preferences and needs will be helping organizations in targeting and positioning their products in
a more efficient manner.
The research that was undertaken by Varadarajan (2018) clearly delineates the different
views, which are resource-based, capabilities-based and dynamic capabilities-based. It helps the
organization in enhancing the performance through an assessment of the internal and external
capabilities and competencies that might be faced by the same while positioning their product
offerings. The key changes in the organizational structure is facilitated through the
implementation of the digital technologies through the application of social media platforms for
identifying the customer needs and thereby position the products as per the identification of the
preferences. Tadajewski et al. (2014) stated that the delineation of the different aspects of change
in the organizational structure is dependent on the transformative forces that affects the

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marketing undertaken by the organizations. The researcher utilized qualitative analysis for
reviewing the different currently available literature in order to identify the transformative
marketing attributes. According to Varadarajan (2018), innovation plays a major role in the
organizational context as it supports the sustainability and competitive advantage of the business
in the markets. Identification of the needs of the customers through the application of rich data
assists organizations in bringing forth modifications in the processes while operating in the
diverse markets (Carrington, Black & Newholm, 2012). On the other hand, the transformative
marketing approach is based on the evaluation of the ever- changing need of the customers to be
communicated. Therefore, the implementation of the diverse marketing mechanisms helps the
organization in maintaining the proficiency of the functions as per the innovative approach of
enterprises.
Conclusion
Therefore, from the above review it can be clearly stated that the article clearly
exemplifies that different marketing mechanisms that might be undertaken by organizations
while considering the transformation. The assessment of capabilities and competencies of the
business is supported through the identification of the needs of the business in order to bring
forth changes in the model. On the other hand, the identification of the needs and preferences of
the customers will be helping enterprises in devising different marketing attributes as per the
transformation is concerned.

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References
Carrington, M., Black, I., & Newholm, T. (2012). Transformative ethical/sustainable
consumption research. Journal of Nonprofit & Public Sector Marketing, 24(4), 239-246.
Lefebvre, R. C. (2012). Transformative social marketing: co-creating the social marketing
discipline and brand. Journal of Social Marketing, 2(2), 118-129.
Tadajewski, M., Chelekis, J., DeBerry-Spence, B., Figueiredo, B., Kravets, O., Nuttavuthisit,
K., ... & Moisander, J. (2014). The discourses of marketing and development: Towards
‘critical transformative marketing research’. Journal of Marketing Management, 30(17-
18), 1728-1771.
Varadarajan, R. (2018). A Commentary on “Transformative Marketing: The Next 20 Years”.