Jerzy Matwiejczuk Nov 17, 2009:

Proszę tylko, abyś wybrała dosłowne tłumaczenie i nie mieszała do tego ryby i wędki - tu zgadzam się z Bubz, że to są zupełnie różne - a nawet przeciwstawne, przynajmniej w intencjach - znaczenia. Mimo pewnych pozorów.

geopiet Nov 5, 2009:

cd What Customers Want from Your Products - http://hbswk.hbs.edu/item/5170.html

Editor's Note: Marketers have lost the forest for the trees, focusing too much on creating products for narrow demographic segments rather than satisfying needs. Customers want to "hire" 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 Levitt's words as a rallying cry, a recent Harvard Business Review article, "Marketing Malpractice: The Cause and the Cure," argues that the marketer's task is to understand the job the customer wants to get done, and design products and brands that fill that need. In this excerpt, the authors look at designing products that do a job rather than fill a product segment.

geopiet Nov 5, 2009:

Give them what they want Creating A Killer Product - http://www.forbes.com/forbes/2003/1013/082_print.html
Clayton M. Christensen Michael E. Raynor, 10.13.03

Don't worry about who your customer is. Make something he can "hire" to do a job.

How do you create products that customers want to buy--ones that become so successful they "disrupt" the market? It's not easy. Three in five new-product-development efforts are scuttled before they ever reach the market. Of the ones that do see the light of day, 40% never become profitable and simply disappear.

Most of these failures are predictable--and avoidable. Why? Because most managers trying to come up with new products don't properly consider the circumstances in which customers find themselves when making purchasing decisions. Or as marketing expert Theodore Levitt once told his M.B.A. students at Harvard: "People don't want to buy a quarter-inch drill. They want a quarter-inch hole."