The document discusses key concepts from Chapter 2, including questions about how companies can effectively satisfy customer needs. It states that the customer is now in the driver's seat due to increased competition, consumer knowledge from technology, and demands for quality. Companies must answer Drucker's 4 questions to connect with customers and identify non-customers. Effective companies use a pull strategy to reach customers more easily based on their interests, rather than pushing products on unaware consumers.

1. CHAPTER 2 DISCUSSION QUESTIONS
1) What does the author mean by, "the customer is in the driver's
seat"?
2) In your opinion, what company does a great job at satisfying its
customers' needs? Why?
3) What does Medtronic do? The author states that Medtronic is a
company that personifies Drucker's ideal of customer focus.
How?
4) What are the 4 Drucker questions that a company should
answer when connecting with its customer?
5) Drucker believes that there is never only one customer. What
does he mean? How do the Girl Scouts of America fit this?
6) What is the online payment business owned by eBay? What is
the Internet phone service owned by eBay?
7) Why is it important/helpful for organizations to identify
noncustomers?
8) How did Apple figure out that its customers wanted a car
charger for the iPod?

2. COMPANIES THAT EFFECTIVELY SATISFY THEIR
CUSTOMERS’ NEEDS?

3. THE CUSTOMER IS IN THE DRIVER’S SEAT
WHY? HOW?

4. 1) COMPETITION
CONSUMERS HAVE MORE CHOICES TODAY.

5. 2) TECHNOLOGY
CONSUMERS HAVE MORE KNOWLEDGE TODAY.

6. 3) DEMAND FOR QUALITY
THE CONSUMER KNOWS WHAT THE CONSUMER WANTS.

7. THE RESULTS OF ANY INSTITUTION ONLY EXIST ON THE
OUTSIDE
-THE RESULT OF A HOSPITAL IS A HEALED PATIENT
-THE RESULT OF A SCHOOL IS AN EDUCATED STUDENT
-THE RESULT OF A BUSINESS IS A SATISFIED CUSTOMER

8. HOW TO REACH THE CUSTOMER
-PRE-SILENT REVOLUTION: PUSH STRATEGY
-NOW: PULL STRATEGY
-THE CUSTOMER CAN NOW BE REACHED EASIER, & FASTER
PUSH MARKETING
-COMPANY “PUSHES” PRODUCT ON CONSUMER WHO MAY NOT BE AWARE OF IT
-USED TO CREATE CONSUMER DEMAND
PULL MARKETING
-THE CONSUMER “PULLS” THE PRODUCT TOWARDS THEMSELVES BECAUSE THEY
ARE INTERESTED
-USED TO BUILD UP CONSUMER DEMAND