Friday, June 15, 2007

Marketing: Customer Intimacy and Other Value Disciplines

operational excellence - superb/lean/efficient operations, reasonable quality at competitive prices with minimal inconvenience (FedEx, American Airlines, Wal-Mart, Dell Computer)

customer intimacy - segmenting and targeting markets precisely, tailoring to match specific demands of those niches, so to build long term customer loyalty. The business processes stress flexibility and responsiveness. (Nordstrom, Home Depot, Staples, Ciba-Geigy, Kraft, Frito-Lay)

product leadership - strong in innovations, brand marketing and commercialize ideas quickly, relentlessly pursue new solutions to solved problems, lifetime value concepts, products/services that consistently enhance customer's use, thereby making rival's goods obsolete (Johnson & Johnson, Nike)

... pick one value discipline and vigoriously pursue it while meeting industry standards in the other two ...

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