Customer Orientation Approach
Market orientation:
Customer needs->potential market opportunities->production->marketing & sales->customer
vs. Production orientation:
Production capabilities->manufacturing->aggressive sales effort->customers
——————————————————————————-
Market driven business vs. Internally orientated business
- customer concer /vs/ convenience
- know customer and adjust mkt mix /vs/ price-performance is the key
- segment by customer needs /vs/ segment by product
- invest in mkt research /vs/ rely on anecdotes
- welcome change /vs/ hold status-quo
- try to understand competition /vs/ ignore competition
- mktg spend=investment /vs/ mktg spend=luxury
- innovation rewarded /vs/ innovation punished
- search for latent markets /vs/ stick with the same
- being fast /vs/ why rush
- strive for competitive advantages /vs/ happy to be me-too
- efficient and effective /vs/ efficient