According to Peter Drucker, the primary purpose of a business is to acquire and keep customers and I strongly believed in his stand. Company grows because of the profit that they acquire from the consumers. Giving consideration much on the customers can lead to the maximization of profits. I didn’t say that shareholders are not that important but from each single quadrant of business there must be someone that will patronize your products or services. Shareholders also play a crucial part in the business because of its function as preventing the long-term debt of the company and they used to sustain the company’s growth. The point is, that without the consumer who will not buy the product there will be no growth that the company will declare because the investment made by shareholders cannot generate dividend because there is no return.

The maximization of both cannot be simultaneously conducted according to optimization theory discussed in the article to overcome a better result. The very great connection of this can lead that there is myopic in business if they plan to maximize or minimize both at the same time.

Customers are humans and they perceived the quality of being rational. They have the ability to decide on their self and this tends to show that it is unpredictable. The consumers have their own perspective in buying things that value to them. However, stockholders can give reason to these putting customers first because they are also humans and has the tendency to become a consumer.

The arguments presented in the article, through proper understanding, can really cause a change within the firm. There were different stories told about the success of a company because of being costumer-oriented and being shareholder-oriented. The thing is, understanding marketing beyond can give answer to what are the needs of a firm to be successful. Establishing connection with consumers is vital and through projective techniques, defined as, “Projective techniques may be classified as a structured-indirect way of investigating the whys of situations (Webb, 1992:125). They are not used to measure (that is more the territory of other techniques such as surveys), but to uncover feelings, beliefs, attitudes and motivation which many consumers find difficult to articulate (Webb, 1992:125-126). Projective techniques help the researcher enter the private worlds of subjects to uncover their inner perspectives in a way they feel comfortable with (Gordon & Langmaid, 1988:90; Loudon & Della Bitta, 1993:619).” With this, the basic understanding and proper way of dealing with customers can be recognized.

According to Martin, “Of course, not every company that puts customer satisfaction wil be a P&G or a J&J. but I firmly believe that if more companies made customers the top priority, the quality of corporate decision making would improve because thinking about the customer forces you to focus on improving; your operations and the products and services you provide rather than on spinning lines to shareholders.” This gave the clear position of the article that made me stand next to the author. Customers have the greater part of being the asset to the company because thinking about the customers leads to develop and become more competitive in the sense that this will cause a great improvement in the firm.

Rethinking marketing has its complication focusing on the customers. On how a better connection can be gain by a firm is the quest that this article answered. CCO persons developing the sense of greater communication to other consumers that’s why they are needed in the company nowadays. The article is a support about the thought of the first article that wishes to tell that customers are important. It is an implication that customer value is crucial to sustain the growth of a firm.

“The traditional marketing department must be reconfigured as a customer department that puts building customer relationships ahead of pushing specific products,” (Rust, Moorman & Bhalla, 2010). As time passes in the field of marketing, there must be a change that can lead to the development. The Four Service Marketing Myths of Vargo and Lusch has the connection with this traditional marketing that needs development. The service marketing that may not have actually broken free and on the grounds that breaking service marketing free may not be a desirable goal.

The economic behavior of Katona has a significance in this article regarding the development of concepts through economic behavior. He argued that a traditional man affected by principle of complete information and foresight, principle of complete mobility and principle of pure competition were given and it has become a reality that most of the consumers already know. The qualities that affect the firm have greatly arouse the CEO’s of the companies to starve for persons who can manage the relationship of customers and the firm. Rethinking marketing established the connection between the traditional approach to modern approach. There is a need for a company to be flexible to adapt to the changes in world of business. There were no fixed changes that can lead to fixed solution to problems. There are lots of changed that brought marketing to the present time being stabilized and more developed.

The value of customers since the traditional approach to the present approach in marketing is the same. The qualitative techniques were used by the CCO officers of today wherein they were engaged with the customers directly. They were able to socialize with the customers and later find it as a way to determine the unfixed behavior of them. They achieved a reward by means of this strategy that they used through customers also. On the other hand, Toyota has also something to say when it comes to valuing customers; Toyota delivers quality for their consumers than any carmaker in the world. They perceive quality as their way to have the connection with their consumers which turned out to be a very successful strategy.

Technology conquers the field of business at present making the transaction between the firm and the consumer easier. Japan and china have dominated the world wide web and they were able to maximize their resources out of this. No doubt that this established a great connection with the customers. Through the articles given about the obsession that is taking place right now in the world’s biggest market share, it is possible to have the customer-firm relationship through these vast changing network of limitless possibilities to conquer the world of business. Quantitative techniques were used here to know the results and achieve its reliability and validity. And no doubt it brought a change in the growth of a company specifically the company of Domino’s pizza.

The significance of this study gave me the idea on what’s going on at the present time with marketing. Being on the process of development as a marketing student, it has a great effect in me. Marketing is complex that it serves as the key of the company to achieve growth and later become established and successful.

Toyota, in my point of view, just like any automaker in this world; maximizes their resources to come up with satisfying results. They are very customer oriented because almost all of them value safety for their consumers. In the case of the company, it recalled cars due to sudden acceleration as we all know and they act responsible for it. On the other hand, the issue became harsh due to the fatalities that this defective engineering brought. There are different stories that lead to the strong stand and curse Toyota of being irresponsible out of the story. There is a drive for right production, everything is well planned and accuracy is present for the products of Toyota before it hits the market.

There is such “house of quality” that existed on Toyota as I browse the articles that support the company and I’m convinced with their maximization of resources as well as their desire to develop cars faster than any automaker in this world. And the moment that I read that most of the known brands in the car industry has the desire to beat Toyota in the field of transportation. I find it enough to satisfy the burden on the consumers, on general, that the company comes up these days.

Toyota can be blame on what happened but as we all see, the company is open up for explanation and most of the critics were convinced about what Toyoda has said. The market share of Toyota is still manageable because of the image that they built many years ago. A single mistake cannot pull it down instantly because the quality that Toyota delivers is in the heart of the consumer who purchased the product and tested it working beforehand. It is just a matter of time, and at this point, there is a failure that the company executed but it will not be forever. Toyota is a way of life.

George Katona is a psychologist giving his analysis on the behavior of man that tends to cite some theory and hypotheses, which I find to be helpful. Although he is not a marketer, the presentation of his argument somehow, becomes helpful for a marketing student like me. The rationality that man possesses is a factor that must be considered on studying the behavior of man specifically on why they buy. We are all rational beings, and being irrational is not our nature. I have learned that rationality being pointed out in this article, involves adaptability and ability to act in a new way when circumstances demand it, rather than to consist of rigid repetitive behavior.

Economics plays a vital role in the buying behavior of a man. Economics seems to be the foundation of the business world giving the factors to consider and the idea to act accordingly in the environment of business. George Katona argues some economic theorists on their presented principles. In totality, the principles presented which are known to man; don’t make sense at all because it is already part of being a rational being.

Psychological developments can also be a part of consumer behavior because they study the behavior of man and factors revolving around it. The siginificance of this article covers the mindset of a marketing student like me. The arguments presented can be a great help because the confusion within the basic understanding of consumer behavior can sometimes causes me to be myopic.

Time passes by so quickly that we are on the mid of our college life and if taken seriously, we can’t admit that college is the determining factor whether we will succeed in life. Happiness within myself arises when I know that we are given the right treatment and training for us to achieve our innate dreams. But the hardship of getting the right motivation that will give us the starvation for knowledge is always on my way, as well as you do. Understanding the text that was assigned for us to come up into a blog is not that easy. Complexities of knowledge that the authors used to emphasize their points forced me to read carefully and understand the articles with a dictionary on my desk. Thanks to my professor for pulling my trigger and I know, enlightenment will follow.

The Four Service Marketing Myths by Stephen L. Vargo and Robert F. Lusch shows surviving trace of the past of marketing which is goods-centered, manufacturing model that needs to acquire some changes and to break free from it’s course and services marketing was given stressed in this article that will be the evolved form of the said goods-based myth. On the other hand, this breaking free issue brought an argument to Vargo and Lusch. “We argue that instead of service marketing breaking free from goods marketing, it is all of marketing that needs to break free from the manufacturing-based model of the exchange of output,” according to them. I am amazed of the argument they had presented because they have the consistency of ideas and information that support their stand in contrary to the issue. There is a dilemma going on the first part of the article regarding the right definition of services and goods that made me a little bit confused, “The distinction between goods and service has become a burden,” Gummesson (2000) noted. This article has the ability to put up our thought regarding the goods and services, which cannot be denied, are the heart of businesses. Marketers will not exist without any product or service that they will market. An argument that goods (tangible) and services (intangible) are not mutually exclusive gave me the position to hold up forVargo and Lusch. I believe that they are strongly connected to each other because they shared a common domain which is a product. Though this article seems to be biased on services, because of their points and explanation, I am persuaded that marketing must evolve and have services include in their framework. The dimension of services which are intangibility, heterogeneity, inseparability and perishability strongly distinguishes the difference of goods to services. The intangibility which is the primary distinguishing characteristic of services in relation to goods encompasses the intangibility criteria that there is no pure service or goods, whereas essentially all services have some form of representation. And this citation supports this, “Service processes and their outcomes result in specific sensory impressions that are stored in the mind as concrete, tangible facts, and this the distinction is illusionary,” Beaven and Scotti (1990). The tangibility of a service happens in the mind of the consumers in my point of view. Participation of the co-producer is crucial to make it real in sense of tangibility.

Heterogeneity comes when human is involved in the provision of services however, in the consumers perspective, the issue is different. It has nothing to do with goods versus services. They say that when it comes to goods, the idea of standardization cannot be set aside but services has a different approach with this. Behind the standardization of a product, there is services beyond and having an impact on the perspective of a consumer.

“People as part of the product and greater involvement of customers,” is the line that gives me a hint to understand inseparability. There must be an interaction within the customer and the service to be received simultaneously. Customerization gave me the key term for this dimension.

In terms of perishability, technicality in my point of view gave me the most possible understanding with this dimension. Services unlike goods has an expiration as what will come up in our mind at first we encounter the word perishable. They cannot be produced at one point in time, inventoried, and then sold at a later time when demanded.

At this point, trying my best to go beyond the ideas presented, I really don’t want to see myself narrating. I keep on asking myself if this blog deserves to be a future reference of me, as I enter the world of business and its complications. I hope I do as I continue with the continuation of this blog trying hard to put up my thoughts and print a hard copy of this in my mind. It is time for a change, a change that I’m trying to have that will develop myself as well as my personality.Like marketing, it must go beyond its nature and be open for a change that will lead to its deveopment. And as I go on the far side of the article, I saw its purpose to illuminate the evolution of marketing thought toward a new dominant logic. The movement from goods-dominant view to services-dominant view once again, was found in the article. The table of schools of thought and their influence on marketing theory and practice shows the the development of marketing since the very beginning. Marketing was highly descriptive of commodities before until the dominant logic begins. I find it satisfied that the time of dominant logic existed because this is the time that marketing is not just about income generation but it is also about the delivery of satisfaction to their consumers. Going beyond, there is such a careful research and formulation of hypotheses that will strengthen marketing in concern with its resources. Rethinking the orientation shows many ideas on how a firm can come up to a good decision. It’s not about selling but the delivery of value during the production and distribution of processes that will be offered to the consumer in relation to competitor’s offering. According to (Sheth, Sisodia, and Sharma 2000), Service centered view of marketing is eccentric. And with this collaboration and adaptation from customers is needed not just a simple selling process. Specialized skills are needed to become a good marketer as the article implies as it is more efficient for society and for individual members of society. Division of labor makes sense in these specialized skills like a manager and its subordinates working as a team. Each of them has unique characteristics that lead to the rise of specialization. There is also knowledge behind the curtain that is the foundation of the competitive advantage and wealth. I believe that this knowledge encompasses other foundational premises of emerging paradigm because the mind process most of the skills that we have. At the moment we took time and open our hearts on what we are going to do, impossible is nothing. Knowledge involves everything, it will tell us who we are specially after getting our diplomas. Knowledge plays a very important role in the formulation of keys that will open our door to success.

“There is such thing as fine education,” quoting once again my Consumer Behavior mentor, Mr. Louie San Juan. I’m almost at the end of my blog, but the wisdom of this line ensures that the entire article is written with motivation. The chances of getting the right education is in our hands, the essence of learning surrounds the four corners of the classroom as soon as we come. However, this essence that I am referring to needs a broad and mature individual that thinks out of the box. Later, will shape its personality that will soon reflect on his future.  I am determined to develop this sense because I believe; it will unleash the power in me.