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Misinterpreting Customer Orientation

In: The Marketing Challenge for Industrial Companies

Author

Listed:
  • Claudio A. Saavedra

    (NORDAKADEMIE Graduate School)

Abstract

The irruption of the social sciences in industrial marketing has misguided contemporary managers towards an ill-defined customer orientation paradigm. Many business courses and influencers still claim that product decommoditization can be successfully achieved by means of complementary services and B2B relationship efforts. This chapter discusses that the engineered product (or main service offer) is what delivers the functionality needed by end-user customers. Three stages are here presented to depict a customer experience with a given supplier: purchasing, integration/installation and product use. The later stage is what delivers most of the needed benefits. Thus, if a manufacturer truly aims to become customer oriented, it should do so by understanding the in-use benefits of its products. This chapter presents the Customer Orientation through the Product (COP) paradigm. COP recommends a parallel effort on behalf of the supplier: a proper selling/integration experience, and an outstanding and ever improving product use experience.

Suggested Citation

  • Claudio A. Saavedra, 2016. "Misinterpreting Customer Orientation," Management for Professionals, in: The Marketing Challenge for Industrial Companies, chapter 2, pages 11-31, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-319-30610-0_2
    DOI: 10.1007/978-3-319-30610-0_2
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