A customer-oriented marketing method for hardwood lumber companies
1994
Idassi, J.O. | Young, T.M. | Winistorfer, P.M. | Ostermeier, D.M. | Woodruff, R.B.
As the hardwood lumber industry enters the 21st century, it will face growing competition from both wood composites and nonwood substitutes. The hardwood lumber industry needs to be exposed to the most current marketing strategies to remain competitive in the marketplace. A theme that will be central to the competitive strategy of this industry will be creating and delivering customer value. A customer-oriented marketing method for hardwood lumber companies, with one example of implementation is presented. This method expands on the traditional product-oriented marketing method and is based on the concept that product attributes provide a benefit(s) needed to accomplish some desired purpose(s) in a particular use situation(s). Interwoven with this concept is the creation and delivery of satisfaction to the customer. Customer value was identified and measured using this new marketing method from a test group of customers of one southern hardwood lumber company. The test group indicated that there were at least 10 dimensions beyond the product attribute level that were important in creating customer value. A method for measuring satisfaction using gap analysis was also successfully implemented with this customer test group. The additional benefits data indicated problems that would not have been uncovered from attribute data alone. Results from this study may provide initial evidence that product-oriented marketing methods, by themselves, are ineffective in creating and delivering customer value for hardwood lumber companies.
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