Business Skills for Engineers and Technologists

6

Meeting customer needs

Summary

It is by satisfying customers in the marketplace that an organization grows and prospers. To satisfy the customer the organization needs to offer more than just physical products or bare services, the customer is looking for a number of benefits.

This chapter will help you think about all that the customer needs and the best way to meet them by aligning your internal operations to support the marketing effort. As an engineer you will need to understand how the market works and what you can do to ensure that you gain and retain customers. This chapter introduces you to marketing techniques.

Objectives

By the end of this chapter, the reader should:

• understand the role of marketing and the structure of the ...