Fire,fire,fire!!!!

Hi!!!!!! FIRE,FIRE,FIRE!!!! this might have generated many thots in ur minds, the famous Phillip Kotler words. I was just reading his theory abt changing mktg in this world of globalisation and i just couldnt understand the need for that. Yes, i know it is very important to satisfy the customers in any case due to the ongoing domestic and international competition. But are the customers really ready to experience the fast going competition/war between the companies??? are customers becoming the targets in all this????
If i was the company, i would have really wanted to satisfy my customer first cos thats the Competitive Edge for me. But not competing fiercly and forgetting all abt my consumers. Recently i saw an advertisement abt the water coolers. They were very openly targetting each other. Is it correct???? Nopes!! these companies are hard core customer service organisations. for them customers always come first. But they are not presenting their image as a Customer Centric companies.
Companies still have to get ready first for their mkt seg,the enviornment around them. Just aiming on something wit out considering anything is not a mature or a calculated step.
I still think this tactic can only be followed when their is no other way or when the company knows that it has to focus on each prospective customer but not on the mass. Now companies know that they have to target each individual, they know that they have to produce products of a shorter life span, they know that they have to be more prepared to customise the product according to each buyer's wishes. And for all this a company should have a premediated and a deliberate plan and not a juvenile undeveloped scheme which can be the result of A FIRE, FIRE, FIRE!!! approach.