Core Function—Customer Benefits: What Are the Actual Customer Needs?

Andreas Krämer, Thomas Burgartz and Christina Muzzu
Additional contact information
Andreas Krämer: exeo Strategic Consulting AG
Thomas Burgartz: University of Europe for Applied Sciences
Christina Muzzu: University of Europe for Applied Sciences

Chapter 4 in Customer Value-centered Management, 2025, pp 69-98 from Springer

Abstract: Summary The analysis of consumer needs is a core function not only for the marketing of existing products, but also for the modification of products and services and for innovation management. The fundamental question is how the purchasing decision process takes place and what satisfaction is associated with its use. In a world of increasingly unstable consumer preferences, greater individualization of product offerings, and rapid market changes, a decisive competitive advantage for companies lies in anticipating the needs of their customers. On the one hand, this requires the use of a set of methods that make visible (articulable) and hidden needs recognizable and translate them into characteristic attributes. On the other hand, a corporate culture that wants to use this information as a basis for decision-making and suitable processes is required, with the help of which customer proximity can be developed into a continuous and cross-divisional approach.

Date: 2025
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:fuobcp:978-3-031-90497-4_4

Ordering information: This item can be ordered from
http://www.springer.com/9783031904974

DOI: 10.1007/978-3-031-90497-4_4

Access Statistics for this chapter

More chapters in Future of Business and Finance from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().