Gurus On Marketing

Nichemanship
‘The customer orientation is by definition a way of ‘tailoring’- a
way of finding a particular niche where you are better at something
than anybody else. A very large share of the companies we
looked at was superb at dividing their customer base into numerous
segments so they can provide tailored products and service.’
‘We find five fundamental attributes of those companies that are
close to the customer through niche strategies:
1 astute technology manipulation
2 pricing skill
3 better segmenting
4 a problem-solving orientation and
5 a willingness to spend in order to discriminate.’
The strategies of all ‘excellent’ companies in various industrial sectors
showed a bias towards value rather than cost.
Listening to the customers
‘The excellent companies are better listeners. They get benefit from
market closeness that for us was truly unexpected – unexpected,
that is, until you think about it. Most of their real innovation comes
from the market.’
Companies like Proctor and Gamble, Levi Strauss, have all come up
with innovative products by collaborating with their customers.
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GURUS ON MARKETING