IDEAS home Printed from https://ideas.repec.org/h/pal/palchp/978-1-137-35817-2_6.html
   My bibliography  Save this book chapter

Understanding our Customers

In: Why Marketing to Women Doesn’t Work

Author

Listed:
  • Jenny Darroch

    (Peter F. Drucker and Masatoshi Ito Graduate School of Management)

Abstract

In the previous chapter on products, I provided broad diagnostic questions that could be used when analyzing the organization and its products. I suggested that a product portfolio analysis begin at the level of product class before moving onto individual products. I also introduced a method for analyzing products that treats a product as a series of three concentric circles: the core benefit or point of the product; the actual product, which includes both tangible and intangible features; and the augmented product, which comprises first and second order benefits of using the product. This was all done from the inside looking out, that is, from the point of view of how the organization sees its products. I also recommended repeating the exercise from the point of view of the customer, that is, how customers see products, how products meet customers’ needs and provide solutions for their problems. The current chapter focuses on an analysis of customers.

Suggested Citation

  • Jenny Darroch, 2014. "Understanding our Customers," Palgrave Macmillan Books, in: Why Marketing to Women Doesn’t Work, chapter 0, pages 97-110, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-35817-2_6
    DOI: 10.1057/9781137358172_6
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pal:palchp:978-1-137-35817-2_6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.palgrave.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.