Friday 30 November 2018

how to define Customer Desires

Customer Desires. Necessity is a desire that causes the customer to buy a product. If customers buy products to satisfy the needs, then consumers need to be encouraged to buy products. But this definition is unclear; It can not give directions to product teams or market researchers to understand what customers want.


"Discover their wishes and expectations," - a marketing concept introduced by Peter F. Drucker, a management writer and consultant often referred to as the father of "modern manajamen". Drucker also made two profound statements; one about the purpose and essence of the company, one about the tasks required to achieve these goals and objectives.

Simply put, the first task of management is to design and develop products and services that meet customer needs. Where companies need to continuously identify the needs, expectations, and desires of the customers they will pay. The second task is to develop an appropriate organizational structure to deliver to customers as expected by potential customers; and this is the only way to keep customers.

Ted Levitt of Harvard and a renowned marketing guru Philip Kotler reinforced and expanded Drucker's work in strategic marketing as a discipline. They show us how to use Drucker's marketing concepts to compete on value over price, how to differentiate offers from competitors, how to defend against inevitable competitors, and how to gain market position from established competitors.

Marketing strategy

The marketing strategy has taught us a more realistic way to understand how organizations are allocating resources, constantly improving productivity, identifying and exploiting success, pricing for short-term and long-term gains, and practicing successful innovation.

Economists know little about the discipline of strategic marketing. They seem to prefer to deal with mathematical abstractions and what Drucker calls "the poverty of economic theory." Though marketing strategies have to deal with the dynamics of consumption, competition, and real-world innovation. Macroeconomics is largely the sum total of how well individual organizations perform.

The science and practice of strategic marketing inevitably leads to more products, services, and experiences at an unbearable price. In short, the development and delivery of products and services to inspire consumers to buy and companies invest in exciting things.

The way you view your products or services can determine the future success of your organization.  Philip Kotler and Tom Peters say that every business must be able to define its product concept. They distinguish three product concepts:

  • Formal Products Formal

Products are real products or services sold to consumers. For example, short courses for professional practitioners, tax consulting services, computer products, smart TV, and so on. In marketing, this product leads to promotions that emphasize functional design, complex features, product quality, price, and the like.

  • Core

Products The core product, is a product that emphasizes the benefits is very important for consumers. In other words, this product emphasizes "why do consumers have to buy the product?" For example, consumers who take training programs are of course not intended to "buy" a certificate of graduation, but to "buy" productivity development capabilities.

  • Additional Products Additional

Products are an additional benefit that buyers receive or the customer experience when buying a formal product. Customers who buy a product do not just buy one product, but they buy the whole package value. That's why companies now not only compete in their products, but also in terms of product support, namely packaging, customer service, ease of payment, shipping facilities, and others. Usually we call it with a unique selling point.

After defining your product, you can more easily define customer wants and expectations. So you better understand how to create and retain customers.

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