1. CHAPTER 2 DISCUSSION QUESTIONS
1) What does the author mean by, "the customer is in the driver's
seat"?
2) In your opinion, what company does a great job at satisfying its
customers' needs? Why?
3) What does Medtronic do? The author states that Medtronic is a
company that personifies Drucker's ideal of customer focus.
How?
4) What are the 4 Drucker questions that a company should
answer when connecting with its customer?
5) Drucker believes that there is never only one customer. What
does he mean? How do the Girl Scouts of America fit this?
6) What is the online payment business owned by eBay? What is
the Internet phone service owned by eBay?
7) Why is it important/helpful for organizations to identify
noncustomers?
8) How did Apple figure out that its customers wanted a car
charger for the iPod?

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 MARKETING
PRODUCT SAMPLING

10. EXAMPLES OF PULL MARKETING
PRODUCT PLACEMENT WORD OF MOUTH

11. SELLING THE BRAND FIRST & THEN THE
PRODUCTS

12. 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

13. CONNECTING WITH YOUR CUSTOMER:
4 DRUCKER QUESTIONS
1) WHO IS YOUR CUSTOMER?
2) WHAT DOES YOUR CUSTOMER CONSIDER VALUE?
3) WHAT ARE YOUR RESULTS WITH CUSTOMERS?
4) DOES YOUR CUSTOMER STRATEGY WORK WELL WITH
YOUR BUSINESS STRATEGY?

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