Transformative Marketing: Importance of Identifying Customer Needs

Running head: TRANSFORMATIVE MARKETING
TRANSFORMATIVE MARKETING
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1TRANSFORMATIVE MARKETING
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