Should You Listen to the Customer Essay - 655 Words

Luyao Zhang Case study 1: Should You Listen to The Customer 22th Sep. 2012 1. Delacroix is an avant-garde dance troupe based in New York and its mission is to bring modern dance to as many people as possible. Natalia Georgio is the executive director in Delacroix. She plans to go internationally as well as television and film engagements. To achieve the plans, recently she hires a new marketing manager, Elizabeth Gardos, who has much experience before. Henry, a company’s founder, believes that company’s development is originally from employees and dancers, not from customers. Right now, Natalia faces a situation that she needs to decide whether to bring Elizabeth’s customer research plan to the board or follow Henry’s lead. â€Å"Should†¦show more content†¦This type of company perform their works based on inspiration, if they do a customer approach, they might lose their best customers. Then, Henry mentioned that they do not sell â€Å"clothes†. Let’s take Apple for example. The mission sta tement of Apple is working on the users’ experience. If they had surveyed before inventing products, the Iphone might not be created. Since most of consumers at that time never experienced touch screen experience. How would they respond to touch screen in Apple survey. But for long term purpose, marketing research is important. We can have secondary data whether the audience satisfied with music, price and so on. Generally, market research should not be used for Entertainment Company, market research only need to be used for purposes of price, environment and so on. 4) This is a very interesting case study. I definitely learnt a lot from it. For fashion business, I have different opinions about fashion designers’ companies and fashion retail companies. For fashion designer’s company (like Chanel), they do not need have much marketing research. Like Delacroix, Chanel are entertainment company and are not perceived as a company driven by customer suggestions (like Apple). Customers are willing to buy new collection in each season for the most fashionable trend. They are buying new design, new inspiration and new innovation. Excess marketing research is notShow MoreRelatedShould you listen to the customer? Essay718 Words   |  3 Pagespersons involved in a new challenge: should they listen to the customer feedback? Natalia is an experimented member of the company who hired Elizabeth as an marketing responsible. They have to propose a new marketing strategy based on the client feedback, but Henry, the founder of the company, has a di fferent opinion. Why doesn’t Henry want to listen to the customers? Does he have a point? Are there some businesses where you should not listen to the customer? What about his Smurf comment? 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