Peter Drucker quotes prove he is the most enduring marketing guru of them all. His quotes and their wisdom are as relevant and applicable today as they were decades earlier when he first said them.
Peter Drucker (1909-2005) was the author of more than three dozen books, translated into almost as many languages.
McKinsey Quarterly said: “In the world of management gurus, there is no debate. Peter Drucker is the one guru to whom other gurus kowtow.”
Drucker saw marketing as a core responsibility of management.
“Marketing is so basic that it is not just enough to have a strong sales department and to entrust marketing to it.
Marketing is not only much broader than selling; it is not a specialized activity at all.
It encompasses the entire business. Concern and responsibility for marketing must therefore permeate all areas of the enterprise.
Marketing is not a function, it is the whole business seen from a customer's point of view.”
How do you know what your really customers want?
Sales, quality products and services, good customer service–sure.
But what happens when you think you’re offering your customers the moon (and more) but they still shop with your competitors?
The best way to figure out what you’re lacking is to step out of your business briefs and into the customer’s shoes to get into the customer mindset. You’re going on a journey. A customer journey, that is.
How to map the customer journey and to jump into the customer's shoes?
The best way is to ask your customers!
Focus groups, face 2 face interviews, online surveys... whatever, as long as you ask the customer the right questions to better understand him or her.
The biggest mistkae is not to listen to the customers and bring your own opinion.
The map will be segmented into phases and each phase into steps.
You must identify the moment of truth - MOT - which is the critical moment. If you miss this MOT, you will probably miss the sale!
The best way to know and understand your customers is to ask them the right questions.
A focus group is a gathering of deliberately selected people who participate in a planned discussion about a particular topic or area of interest in an environment that is interactive and receptive.
The purpose of a focus group is not to arrive at a consensus, some level of agreement, or to decide what to do about something.
Focus groups are designed to identify the feelings, perceptions, and thinking of consumers about a particular product, service, or solution.
It does that very well, in part, because focus groups utilize qualitative data collection methods. Just as in the dynamics of real life, the participants are able to interact, influence, and be influenced.
When talking about UX, most of the people are thinking and talking about UX design on the Web.
This approach is way too narrow!
UX encompasses all aspects of the end-user's interaction with the company, its services, and its products.