However, it is not enough for firms to focus solely on the changing culture in the market by creating new products

and customizing current products for all consumers. The cost implications involved in marketing to and servicing all consumers in the marketplace are too high to be ignored. Careful and calculated selection processes need to be undertaken to ensure that the firm chooses to market to the right customer at the right time with the right message, taking into account the financial impact of all the relevant decisions. Therefore, an interface needs to exist between the marketing and finance departments of the firm (Zinkhan and Verbrugge 2000) to establish a new customer-level marketing strategy that can also maximize