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Business & Marketing
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Business 499 Thread 2: Actions for who are Customers (Essay Sample)

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Business 499 Thread 2
Who Are Customers 
Actions for Who Are Customers 
Can you think of any organizations that do not have relevant "customers" to take into consideration? If there are such organizations, how are they different from other organizations where all parts of the BSC operate equally? 

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Actions for who are Customers 
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Actions for who are Customers 
Kaplan & Norton (1996) suggested that organizations operate on the balanced scorecards four perspectives; learning and growth, business process, customer and financial perspectives. The balanced scorecard being a management tool increases the awareness of the importance of customer satisfaction.
On the customer perspective, I do not think there could be any organization that does not have relevant customers to take into consideration. After all, even the employees of an organization are customers. There are different customers for different products. That is the reason marketing activities must be undertaken almost often. Marketing means identifying values desired by customers, providing them in some way, communicating these values to customer groups and delivering the value. The customer values refer to...
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