Your SlideShare is downloading. ×
  • Like
  • Save
Drucker chapter 2
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Drucker chapter 2

  • 433 views
Published

 

Published in Education , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
433
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
0
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. CHAPTER 2 DISCUSSION QUESTIONS 1) In your opinion, what company does a great job at satisfying its customers needs? Why? 2) What does it mean when Drucker says that the customer is in the driver's seat? Why is the customer in the driver’s seat more so today than in the past? 3) How does Medtronic personify Drucker's ideal of customer focus? 4) What are the 4 Drucker questions that a company should answer when connecting with its customer? 5) Drucker says that "there is never only one customer." What does he mean? How do the Girl Scouts of America fit into this? 6) Pick a company and identify its core customer demographic (who accounts for a majority of the company's sales?) Then identify a secondary customer market. 7) Why is identifying noncustomers important?
  • 2. COMPANIES THAT EFFECTIVELY SATISFY THEIR CUSTOMERS’ NEEDS?
  • 3. THE CUSTOMER IS IN THE DRIVER’S SEAT WHY? HOW?
  • 4. 1) COMPETITION CONSUMERS HAVE MORE CHOICES TODAY.
  • 5. 2) TECHNOLOGY CONSUMERS HAVE MORE KNOWLEDGE TODAY.
  • 6. 3) DEMAND FOR QUALITY THE CONSUMER KNOWS WHAT THE CONSUMER WANTS.
  • 7. THE RESULTS OF ANY INSTITUTION ONLY EXIST ON THE OUTSIDE -THE RESULT OF A HOSPITAL IS A HEALED PATIENT -THE RESULT OF A SCHOOL IS AN EDUCATED STUDENT -THE RESULT OF A BUSINESS IS A SATISFIED CUSTOMER
  • 8. HOW TO REACH THE CUSTOMER -PRE-SILENT REVOLUTION: PUSH STRATEGY -NOW: PULL STRATEGY -THE CUSTOMER CAN NOW BE REACHED EASIER, & FASTER PUSH MARKETING -COMPANY “PUSHES” PRODUCT ON CONSUMER WHO MAY NOT BE AWARE OF IT -USED TO CREATE CONSUMER DEMAND PULL MARKETING -THE CONSUMER “PULLS” THE PRODUCT TOWARDS THEMSELVES BECAUSE THEY ARE INTERESTED -USED TO BUILD UP CONSUMER DEMAND
  • 9. EXAMPLES OF PUSH MARETING PRODUCT SAMPLING
  • 10. EXAMPLES OF PULL MARKETING PRODUCT PLACEMENT WORD OF MOUTH
  • 11. HOW DOES MEDTRONIC PERSONIFY DRUCKER’S IDEAL OF CUSTOMER FOCUS? -MISSION: TO ALLEVIATE PAIN, RESTORE HEALTH, & EXTEND LIFE -DOCTORS HELP MEDTRONIC DECIDE WHAT PRODUCTS TO INVENT BY UNDERSTANDING PATIENTS PROBLEMS & THE DEVICES NEEDED TO ADDRESS THEM
  • 12. CONNECTING WITH YOUR CUSTOMER: 4 DRUCKER QUESTIONS
    • WHO IS YOUR CUSTOMER?
    • WHAT DOES YOUR CUSTOMER CONSIDER VALUE?
    • WHAT ARE YOUR RESULTS WITH CUSTOMERS?
    • DOES YOUR CUSTOMER STRATEGY WORK WELL WITH YOUR BUSINESS STRATEGY?
  • 13. WHO IS YOUR CUSTOMER IS NOT SUCH AN EASY QUESTION TO ANSWER IN AN EVER-CHANGING LEGO WORLD *CUSTOMERS ARE BETTER INFORMED.
  • 14. SO….WHO SHOULD BE CONSIDERED A CUSTOMER? THE END USER? THE BUYER/DECISION MAKER? CRITICAL INFLUENCERS/INNOVATORS? PRODUCT DIFFUSION CURVE
  • 15. CUSTOMERS ARE GROUPED ACCORDING TO HOW QUICKLY THEY ADOPT A NEW PRODUCT INNOVATORS: WELL-INFORMED RISK TAKERS THAT WILL TAKE A RISK ON AN UNPROVEN PRODUCT EARLY ADOPTERS: BASED ON THE POSITIVE RESPONSE OF INNOVATORS EARLY MAJORITY: CAREFUL CONSUMERS WHO TEND TO AVOID RISK THAT RELY ON OPINIONS OF OTHERS LATE MAJORITY: SKEPTICAL CONSUMERS WHO PURCHASE AFTER PRODUCT HAS BECOME COMMONPLACE LAGGARDS: AVOID CHANGE & WON’T PURCHASE A PRODUCT UNTIL TRADITIONAL ALTERNATIVES NO LONGER EXIST
  • 16. THERE IS NEVER ONLY ONE CUSTOMER 2 WAYS TO GROUP PEOPLE TOGETHER DEMOGRAPHICS -CHARACTERISTICS OF A SELECTED POPULATION BASED ON STATISTICAL DATA (QUANTIFIABLE) -RACE, AGE, GENDER, INCOME PSYCHOGRAPHICS -CHARACTERISTICS OF A SELECTED POPULATION BASED ON PERSONALITY TRAITS (NOT QUANTIFIABLE) -INTERESTS, LIFESTYLES, VALUES
  • 17. THERE IS NEVER ONLY ONE CUSTOMER
  • 18. PICK A COMPANY & IDENTIFY ITS PRIMARY & SECONDARY CUSTOMER.
  • 19.  
  • 20.  
  • 21.  
  • 22.  
  • 23. WHY IS IDENTIFYING NONCUSTOMERS IMPORTANT? -80/20 RULE (PARETO PRINCIPLE) -80% OF YOU SALES COMES FROM 20% OF YOU CORE CUSTOMERS -THINK BIG, ACT SMALL -EASIER TO TARGET DEFINED GROUPS -ALLOWS MANAGEMENT AN OUTSIDE-IN PERSPECTIVE -WHO AMONG OUR EXISTING CUSTOMERS SHOULD NOT HAVE CUSTOMER STATUS, & WHY?
  • 24. WHY SHOULD YOU DO BUSINESS WITH NONCUSTOMERS? -TIME FOR CHANGE -PRODUCT LINE EXTENSION -GAIN MARKET SHARE