• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Drucker chapter 2
 

Drucker chapter 2

on

  • 541 views

 

Statistics

Views

Total Views
541
Views on SlideShare
534
Embed Views
7

Actions

Likes
0
Downloads
0
Comments
0

1 Embed 7

https://campusweb.franklinpierce.edu 7

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Drucker chapter 2 Drucker chapter 2 Presentation Transcript

    • 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?
    • SUPER BOWL ADS USA TODAY AD METER -COMMERCIAL RATING SYSTEM USED FOR LAST 23 SUPER BOWLS. -ASSEMBLED 282 ADULT VOLUNTEERS & ELECTRONICALLY CHARTED THEIR SECOND-BY-SECOND REACTION TO ADS. -VOLUNTEERS USED HANDHELD METERS TO REGISTER HOW MUCH THEY LIKED EACH AD. -FIRST SUPER BOWL WHERE 2 ADS TIES FOR 1ST. -ANHEUSER-BUSCH WON TOP AD 10 CONSECUTIVE YEARS (1999-2008). TOP 5 ADS 5) PEPSI MAX -”LOVE HURTS” 4) DORITOS -”HOUSESITTER BRINGS BACK GRANDPA FROM ASHES” 3) VOLKSWAGEN -”YOUNG DARTH VADER PRACTICES FORCE” 1) DORITOS -”PUG GOES FOR CHIPS” 1) BUD LIGHT -”GUY THROWS PARTY WHILE DOG SITTING”
    • COMPANIES THAT EFFECTIVELY SATISFY THEIR CUSTOMERS’ NEEDS?
    • THE CUSTOMER IS IN THE DRIVER’S SEAT WHY? HOW?
    • 1) COMPETITION CONSUMERS HAVE MORE CHOICES TODAY.
    • 2) TECHNOLOGY CONSUMERS HAVE MORE KNOWLEDGE TODAY.
    • 3) DEMAND FOR QUALITY THE 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 THEY ARE INTERESTED -USED TO BUILD UP CONSUMER DEMAND
    • EXAMPLES OF PUSH MARETING PRODUCT SAMPLING
    • EXAMPLES OF PULL MARKETING PRODUCT PLACEMENT WORD OF MOUTH
    • 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
    • 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?
    • WHO IS YOUR CUSTOMER IS NOT SUCH AN EASY QUESTION TO ANSWER IN AN EVER-CHANGING LEGO WORLD *CUSTOMERS ARE BETTER INFORMED.
    • SO….WHO SHOULD BE CONSIDERED A CUSTOMER? THE END USER? THE BUYER/DECISION MAKER? CRITICAL INFLUENCERS/INNOVATORS? PRODUCT DIFFUSION CURVE
    • 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
    • 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
    • THERE IS NEVER ONLY ONE CUSTOMER
    • PICK A COMPANY & IDENTIFY ITS PRIMARY & SECONDARY CUSTOMER.
    •  
    •  
    •  
    •  
    • 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?
    • WHY SHOULD YOU DO BUSINESS WITH NONCUSTOMERS? -TIME FOR CHANGE -PRODUCT LINE EXTENSION -GAIN MARKET SHARE