This may sound like an elementary rule of business, but that does not keep it from being violated wholesale. It is certainly more violated than honored. Take the automobile industry:
Here mass production is most famous, most honored, and has the greatest impact on the entire society. The industry has hitched its fortune to the relentless requirements of the annual model change, a policy that makes customer orientation an especially urgent necessity. Consequently the auto companies annually spend millions of dollars on consumer research. But the fact that the new compact cars are selling so well in their first year indicates that Detroit's vast researches have for a long time failed to reveal what the customer really wanted. Detroit was not persuaded that he wanted anything different from what be bad been getting until it lost millions of customers to other small car manufacturers.
How could this unbelievable lag behind consumer wants have been perpetuated so long? Why did not research reveal consumer preferences before consumers' buying decisions themselves revealed the facts? Is that not what consumer research is for - to find out before the fact what is going to happen? The answer is that Detroit never really researched the customer's wants. It only researched his preferences between the kinds of things, which it had already decided to offer him. For Detroit is mainly product-oriented, not customer-oriented. To the extent that the customer is recognized, as having needs that the manufacturer should try to satisfy, Detroit usually acts as if the job can be done entirely by product changes. Occasionally attention gets paid to financing, too, but that is done more in order to sell than to enable the customer to buy.
As for taking care of other customer needs, there is not enough being done to write about. The areas of the greatest unsatisfied needs are ignored, or at best get stepchild attention. These are at the point of sale and on the matter of automotive repair and maintenance. Detroit views these problem areas as being of secondary importance. That is underscored by the fact that the retailing and servicing ends of this industry are neither owned and operated nor controlled by the manufacturers. Once the car is produced, things are pretty much in the dealer's inadequate bands. Illustrative of Detroit's arm's-length attitude is the fact that, while servicing holds enormous sales-stimulating, profit-building opportunities, only 57 of Chevrolet's 7,000 dealers provide night maintenance service.
Motorists repeatedly express their dissatisfaction with servicing and their apprehensions about buying cars under the present selling set-up. The anxieties and problems they encounter during the auto buying and maintenance processes are probably more intense and widespread today than 30 years ago. Yet the automobile companies do not seem to listen to or take their cues from the anguished consumer.
If they do listen, it must be through the filter of their own preoccupation with production. The marketing effort is still viewed as a necessary consequence of the product, not vice versa, as it should be. That is the legacy of mass production, with its parochial view that profits reside essentially in low cost full production.
This may sound like an elementary rule of business, but that does not keep it from being violated wholesale. It is certainly more violated than honored. Take the automobile industry:
Here mass production is most famous, most honored, and has the greatest impact on the entire society. The industry has hitched its fortune to the relentless requirements of the annual model change, a policy that makes customer orientation an especially urgent necessity. Consequently the auto companies annually spend millions of dollars on consumer research. But the fact that the new compact cars are selling so well in their first year indicates that Detroit's vast researches have for a long time failed to reveal what the customer really wanted. Detroit was not persuaded that he wanted anything different from what be bad been getting until it lost millions of customers to other small car manufacturers.
How could this unbelievable lag behind consumer wants have been perpetuated so long? Why did not research reveal consumer preferences before consumers' buying decisions themselves revealed the facts? Is that not what consumer research is for - to find out before the fact what is going to happen? The answer is that Detroit never really researched the customer's wants. It only researched his preferences between the kinds of things, which it had already decided to offer him. For Detroit is mainly product-oriented, not customer-oriented. To the extent that the customer is recognized, as having needs that the manufacturer should try to satisfy, Detroit usually acts as if the job can be done entirely by product changes. Occasionally attention gets paid to financing, too, but that is done more in order to sell than to enable the customer to buy.
As for taking care of other customer needs, there is not enough being done to write about. The areas of the greatest unsatisfied needs are ignored, or at best get stepchild attention. These are at the point of sale and on the matter of automotive repair and maintenance. Detroit views these problem areas as being of secondary importance. That is underscored by the fact that the retailing and servicing ends of this industry are neither owned and operated nor controlled by the manufacturers. Once the car is produced, things are pretty much in the dealer's inadequate bands. Illustrative of Detroit's arm's-length attitude is the fact that, while servicing holds enormous sales-stimulating, profit-building opportunities, only 57 of Chevrolet's 7,000 dealers provide night maintenance service.
Motorists repeatedly express their dissatisfaction with servicing and their apprehensions about buying cars under the present selling set-up. The anxieties and problems they encounter during the auto buying and maintenance processes are probably more intense and widespread today than 30 years ago. Yet the automobile companies do not seem to listen to or take their cues from the anguished consumer.
If they do listen, it must be through the filter of their own preoccupation with production. The marketing effort is still viewed as a necessary consequence of the product, not vice versa, as it should be. That is the legacy of mass production, with its parochial view that profits reside essentially in low cost full production.
การแปล กรุณารอสักครู่..

This may sound like an elementary rule of business, but that does not keep it from being violated wholesale. It is certainly more violated than honored. Take the automobile industry:
Here mass production is most famous, most honored, and has the greatest impact on the entire society. The industry has hitched its fortune to the relentless requirements of the annual model change, a policy that makes customer orientation an especially urgent necessity. Consequently the auto companies annually spend millions of dollars on consumer research. But the fact that the new compact cars are selling so well in their first year indicates that Detroit's vast researches have for a long time failed to reveal what the customer really wanted. Detroit was not persuaded that he wanted anything different from what be bad been getting until it lost millions of customers to other small car manufacturers.
How could this unbelievable lag behind consumer wants have been perpetuated so long? Why did not research reveal consumer preferences before consumers' buying decisions themselves revealed the facts? Is that not what consumer research is for - to find out before the fact what is going to happen? The answer is that Detroit never really researched the customer's wants. It only researched his preferences between the kinds of things, which it had already decided to offer him. For Detroit is mainly product-oriented, not customer-oriented. To the extent that the customer is recognized, as having needs that the manufacturer should try to satisfy, Detroit usually acts as if the job can be done entirely by product changes. Occasionally attention gets paid to financing, too, but that is done more in order to sell than to enable the customer to buy.
As for taking care of other customer needs, there is not enough being done to write about. The areas of the greatest unsatisfied needs are ignored, or at best get stepchild attention. These are at the point of sale and on the matter of automotive repair and maintenance. Detroit views these problem areas as being of secondary importance. That is underscored by the fact that the retailing and servicing ends of this industry are neither owned and operated nor controlled by the manufacturers. Once the car is produced, things are pretty much in the dealer's inadequate bands. Illustrative of Detroit's arm's-length attitude is the fact that, while servicing holds enormous sales-stimulating, profit-building opportunities, only 57 of Chevrolet's 7,000 dealers provide night maintenance service.
Motorists repeatedly express their dissatisfaction with servicing and their apprehensions about buying cars under the present selling set-up. The anxieties and problems they encounter during the auto buying and maintenance processes are probably more intense and widespread today than 30 years ago. Yet the automobile companies do not seem to listen to or take their cues from the anguished consumer.
If they do listen, it must be through the filter of their own preoccupation with production. The marketing effort is still viewed as a necessary consequence of the product, not vice versa, as it should be. That is the legacy of mass production, with its parochial view that profits reside essentially in low cost full production.
การแปล กรุณารอสักครู่..
