They want a quarter-inch hole! In fact it could be argued that it is indeed more true today than ever before. Your marketing mix should not be centred around your product, nor your company not even your customers. Every product no matter what it is, basically provides a service or a solution to a problem a customer is facing. Theodore Levitt described it by using the example of a drill.
Christensen, Scott Cook and Taddy Antechamber Marketers should think less a propos market segments and more a propos the jobs customers want en route for do. Customers want to appoint a product to do a job, or, as legendary Harvard Business School marketing professor Theodore Levitt put it, People don't want to buy a quarter-inch drill. They want a quarter-inch hole! With few exceptions, all job people need or absence to do has a collective, a functional, and an affecting dimension. If marketers understand all of these dimensions, then they can design a product that's precisely targeted to the activity.
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