‘Adopt marketing orientation approach’

Shola Safo-Duodu, President of Chartered Institute of Marketing Ghana (CIMG), has urged organizations to focus on marketing orientation approach in order to succeed.

Organizations with marketing orientation believe that identifying, anticipating and satisfying customer’s requirement is the most effective way of achieving their long-term goals, according to her.

Ms Safo-Duodu, who was speaking at the 24th CIMG Presidential Ball and 14th closing ceremony of the executive school, said many successful organizations both locally and globally have chosen the marketing orientation approach.

A business which focuses on the customer does not only look at the function of the business but defines a way of conducting business in an environment where everybody in the organization focuses on the customer and shareholder interest, she indicated.

Speaking on the topic, ‘Marketing: Getting the Board on Board,’ Ms Safo-Duodo said, “It is not an exaggeration when we state that marketing and marketing professionals are impacting on our economy as a real positive force behind business success and excellence within corporate Ghana.

However, she said in order for corporate organizations and professionals like marketers to have the needed incentive to positively impact on the economy, there is the need for the implementation of proper and tested professional best practices at all levels of corporate engagement.

There is no doubt that marketplace success is about the survival of corporate organizations which in turn provide the basis for a resilient economy. “Our experiences within the year have taught us one important lesson that if we continue to underrate the effectiveness of marketing to marketplace success, we may cease to make any useful impact as professionals or cease to be in business altogether.

Prof. Mahama Duwiejua, Executive Secretary, National Council for Tertiary Education, who spoke on behalf of the Minister of Education, commended the leadership of CIMG for the great work they are doing to improve the Institute. He said government will continue to support the CIMG to get the Marketing Bill passed to ensure that the Institute organizes its own exams.

Ninety two new members were inducted into the Institute and certificates were also presented to participants who graduated from the CIMG Executive School.