Luthor wouldn't actually last relatively long in Marvel, not because he wouldn't do much better than Fisk (conceptually he is a whole level above Fisk), but because certain other villains, such as Dr. Doom, wouldn't care for a rival with much greater potential than Kingpin, and if they couldn't find away to manipulate/use Lex, they'd have him eliminated.
Kingpin in DC would learn very quickly to lay very, very, very low so as to avoid the likes of Batman (Superman wouldn't actually be a factor in his life, until he tries to do something major, like take over STAR labs, or some-such; then he might attract attention he really isn't designed to deal with). Characters like Batman would be his more likely threat-level, as Bats takes a more pro-active approach to dealing with certain criminals/organizations that SpiderMan ever did or would be capable of.
(My answers pre-suppose a "sudden reality shift", placing one in the other's universe, and then having to adapt; if their histories are simply re-written to have always been in alternate publications, then Luthor becomes something closer to Dr. Doom, or the High Evolutionary, conceptually, while Kingpin becomes a Batman adversary, but one Bats has a wary "live-and-let-live" stance... at least, most of the time...)