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The Buyer’s Needs

In: How to Appreciate Your Customers

Author

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  • B. H. Elvy

Abstract

Current attitudes towards customers have been prevalent for more than thirty years. They are a hangover from the thinking that ushered in the mass-production revolution of the sixties and seventies. Standardisation became a watchword of industry because uniformity of design, manufacture and distribution was necessary to achieve the economies of scale (the more one can make and sell of any one item, the simpler and, therefore, the cheaper it is to do so). But economies of scale require the elimination of variables, as Henry Ford realised when he told the American public that they could have any colour car they wanted provided it was black. In pursuit of the manufacturing ideal of standardisation, customer choice must be restricted.

Suggested Citation

  • B. H. Elvy, 1995. "The Buyer’s Needs," Palgrave Macmillan Books, in: How to Appreciate Your Customers, chapter 4, pages 49-66, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-349-13289-8_4
    DOI: 10.1007/978-1-349-13289-8_4
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