CHAPTER 2 DISCUSSION QUESTIONS1) What does the author mean by, "the customer is in the driversseat"?2) In your opinion, what company does a great job at satisfying itscustomers needs? Why?3) What does Medtronic do? The author states that Medtronic is acompany that personifies Druckers ideal of customer focus.How?4) What are the 4 Drucker questions that a company shouldanswer when connecting with its customer?5) Drucker believes that there is never only one customer. Whatdoes he mean? How do the Girl Scouts of America fit this?6) What is the online payment business owned by eBay? What isthe Internet phone service owned by eBay?7) Why is it important/helpful for organizations to identifynoncustomers?8) How did Apple figure out that its customers wanted a carcharger for the iPod?
COMPANIES THAT EFFECTIVELY SATISFY THEIR CUSTOMERS’ NEEDS?
1) COMPETITIONCONSUMERS HAVE MORE CHOICES TODAY.
2) TECHNOLOGYCONSUMERS HAVE MORE KNOWLEDGE TODAY.
3) DEMAND FOR QUALITYTHE CONSUMER KNOWS WHAT THE CONSUMER WANTS.
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
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 THEYARE INTERESTED-USED TO BUILD UP CONSUMER DEMAND