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Ghana News

Build Your Business Around the Customer, CIMG President Tells Marketers

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The President of the Chartered Institute of Marketing Ghana (CIMG), Dr. Daniel Kasser-Tee, has urged marketers to place their businesses around the interests of their customers. Speaking at the induction of new members into the register of Chartered Marketers in Ghana, Dr. Kasser-Tee noted that the traditional understanding of marketing has derailed marketers from focusing on the needs of their customers. He stressed the need for marketers to help their organizations avoid marketing myopia and, instead, build their businesses around the interests of their customers for long-term success.

Dr. Kasser-Tee emphasized the importance of creating value for the long-term interests of businesses through research, adding that marketing exists to build a business around the customer while being aware of the environment. He also called on marketers to employ the services of advertising firms to support their marketing strategies, rather than allowing them to drive their marketing.

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Meanwhile, the Patron of the CIMG, Economist Professor Emeritus Stephen Adei, advised business owners to find a market niche before trading in a product. According to him, many people believe that having a good product is the first step in business. However, he noted that having the best product does not guarantee success if there is no demand for it. Professor Adei urged business owners to find a marketing niche and respond to it with a product or service to ensure growth and become international players.

In conclusion, the induction ceremony saw 110 people inducted as new members into the register of Chartered Marketers in Ghana. For the most part, the event was an opportunity for industry players to reflect on the importance of building businesses around the interests of customers and finding market niches for long-term success. As the business landscape continues to evolve, marketers must adapt to changing consumer needs and preferences to remain relevant and competitive.

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