The Buyer’s Needs

B. H. Elvy

Chapter 4 in How to Appreciate Your Customers, 1995, pp 49-66 from Palgrave Macmillan

Abstract: Abstract Current attitudes towards customers have been prevalent for more than thirty years. They are a hangover from the thinking that ushered in the mass-production revolution of the sixties and seventies. Standardisation became a watchword of industry because uniformity of design, manufacture and distribution was necessary to achieve the economies of scale (the more one can make and sell of any one item, the simpler and, therefore, the cheaper it is to do so). But economies of scale require the elimination of variables, as Henry Ford realised when he told the American public that they could have any colour car they wanted provided it was black. In pursuit of the manufacturing ideal of standardisation, customer choice must be restricted.

Keywords: Small Firm; Decision Make Unit; Industrial Market; Client Firm; Supply Firm (search for similar items in EconPapers)
Date: 1995
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DOI: 10.1007/978-1-349-13289-8_4

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