Customer Needs

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03-Technology-500

Delight or Despair

I was in a meeting in Dallas when I looked out the window to see dark clouds on the horizon. Armed with my laptop, I monitored the storms around Dallas on weather.com, checked delays at Dallas/Fort Worth International Airport at dfwairport.com, and clicked over to flightstats.c

017-Marketing-500

Finding the Right Job For Your Product

Most companies segment their markets by customer demographics or product characteristics and differentiate their offerings by adding features and functions. But the consumer has a different view of the marketplace. He simply has a job to be done and is seeking to “hire” the best product or service to do it. Marketers must adopt that perspective.

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018-Strategy-500

Predicting Customer Choices

Vanishing mass markets, the proliferation of products and services and new technologies are requiring many companies to redefine their beloved core business doctrine: “Give customers what they want.

13-Innovation-500

Don’t Be Unique, Be Better

Even the best companies let their customers down sometimes, and many disappoint frequently. The authors lay much of the blame for this on companies’ obsession with uniqueness and differentiation. According to their analysis, companies are too quick to dismiss “category benefits” as a source of advantage. They explain why companies such as Toyota, Cemex, Orange, Medtronic and Sony are successful because they are simply better at offering what customers really want.

06-Marketing-500

Successful Build-to-Order Strategies Start With the Customer

All companies wish they could produce exactly what customers want when they want it. The ability to be that precise would not only delight customers but reduce costs. The challenges, however, are formidable, and most companies settle for manufacturing standard products in bulk, guided by long-term forecasts.

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