The is the center of all marketing strategies.

The customer is the center of all marketing strategies.
The goal pf the marketing strategy is to coordinate the business process with what customers want and how to get it to them. 
In order to be successful every company has to discover and satisfy the wants and needs of their customers and must monitor their competitors to discover how they appeal to customers.

The advantage of administering personality tests on employees is that it will allow the employer to know the mindset and personality of the employee. this will allow the employer to at least have an idea as to how the employee works and how his attitude in the workplace. the disadvantage is that it may make the employee a little anxious as to whether he would meet the personality requirements of the employer and whether he would be able to retain the job or not.