In the opening vignette of Chapter 9, Michael Nelson discusses the need to go beyond traditional product orientation and create value for his customers. What is he referring to?
A) addressing the product, price, promotion, and place with the customer
B) understanding the economic conditions of the customer's situation and create value with the product offering
C) determining the customer value chain and ensuring there is a product fit
D) collaborating with customers on key dimensions of innovation, supply chain, working-capital efficiencies and turnkey marketing programs

Question

Quizplus · Accepted Answer

Michael Nelson is discussing the need to collaborate with customers on key dimensions such as innovation, supply chain, working-capital efficiencies and turnkey marketing programs to create value beyond traditional product orientation. Option D is the only choice that mentions collaboration with customers on these key dimensions. Options A, B, and C do not fully capture the scope of Michael Nelson's message.

In the Opening Vignette of Chapter 9, Michael Nelson Discusses