Without a clear idea of who its customers are, and what they want and need, no business is likely to be successful

In the 1920s, Henry Ford could famously say

“Any customer can have a car painted any colour that he wants so long as it is black”  

In the 21^st Century such an approach is no longer possible. Customers buying a new car are likely to be offered a number of paint colours, a range of model types, different seat covers, a range of engines, and so on

The aim of modern marketing is to identify and then satisfy each customer’s needs and wants. This is often done by building relationships with customers and using these relationships to create a two-way communication between the two parties. The customer communicates his or her preferences, and the business communicates information about products that will satisfy the customer’s needs and wishes

As examples, think of websites from which you have bought products recently. From the way in which you search the site, and from your purchasing choices, the retailer will have a clear picture of you and your preferences. When you next visit the site, you may well find that you are directed to particular areas that relate to your previous purchases

Of course, marketing is not just about trying to make a sale. As the customer you will then use the product and make decisions about whether you are satisfied with your purchase.  Your level of satisfaction will often be based on a feeling for the ‘quality’ of the product. Does it do what the adverts claim, and, most importantly, does it do what you want it to do?  Your future purchases will often depend on your perception of that products quality: if it does what you want, you may buy another product from the same company. You may even upgrade and spend more money next time

The final section of the module looks at ways in which the potential customers in a market can be grouped into segments and micro-segments. This is done so that marketing communications (such as advertisements) can be focused effectively onto the most likely targets. Rather than advertising new trainers to everyone in the country, the producer will want to advertise them to a micro-segment that is most likely to use that particular design

As you can see, this module looks in turn at a number of topics relating to marketing. Don’t forget, however, that the key is to ensure that the focus is on the customer

We stared this introduction with a quote from Henry Ford. Another of his quotes is less well known, but perhaps more relevant today