 |
The customer now has the information. Whoever has the information has the power. Power is thus shifting to the customer, be in another business or the ultimate consumer.
|
053 |
 |
…the noncustomers of an enterprise… are as important as the customers, if not more important.
|
075 |
 |
The starting point has to be what customers consider value. What is value to the customers is always something quite different from what is value or quality to the supplier.
|
076 |
 |
…although being customer driven is vital, it is not enough. An organization must be market driven too.
|
093 |
 |
There is only one valid definition of business purpose: to create a customer.
|
098 |
 |
What the customer buys and considers value is never a product. It is always a utility, that is, what a product or service does for him.
|
098 |
 |
Because its purpose is to create a customer, the business enterprise has two – and only these two – basic functions: marketing and innovation.
|
098 |
 |
Consumerism demands that business starts out with the needs, the realities, the values of the customer. It demands that business define its goal as the satisfaction of customer needs. It demands that business base its reward on its contribution to the customer.
|
098 |
 |
The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.
|
099 |
 |
With respect to the definition of business purpose and mission, there is only one such focus, one starting point. It is the customer. The customer defines the business.
|
101 |
