August 2017

Customer-Centric Marketing by Michael R. Solomon

Better understand your customers to engage them.

One of the biggest challenges for companies today is engaging customers. In a world where everyone is constantly distracted, marketers must continuously invent new ways of talking to their customers. A clear understanding of their behavior is vital to effective communication and successful product development.

How can you take the pulse of today’s customers? How can you develop products they will buy? And how can you grab their attention and build lasting customer loyalty?

This collection will give you the keys to gaining profound insights and decoding consumer behavior. As Michael R. Solomon says, “People do not buy your products because of what they do, they buy them because of what they mean.” So, consumer behavior is more than buying things, it’s how having things affects consumers’ lives and how their possessions influence the way they feel about themselves and about each other.

With this knowledge, you will then be able to build a winning customer-centric marketing strategy. You will be equipped with the tools you need to optimize your marketing research, product and brand positioning, marketing development and communication plan.


 

Watch the program intro:

Michael R. Solomon, Ph.D. is professor of Marketing at Saint Joseph’s University (the Marketing program at Saint Joseph’s is ranked among the Top 8 in US universities for 2017). Michael’s primary research interests include consumer behavior and lifestyle issues, branding strategy, the symbolic aspects of products, the psychology of fashion, decoration, and image, services marketing and the development of visually oriented online research methodologies.  Hundreds of thousands of business students have learned about marketing from his books including Consumer Behavior: Buying, Having, and Being – the most widely used book on the subject in the world. Michael advises global clients in leading industries such as apparel and footwear (Calvin Klein, Levi Strauss, Under Armour, Timberland), financial services and e-commerce (eBay, Progressive), consumer packaged goods (Procter & Gamble, Campbell’s), retailing (H&M), sports (Philadelphia Eagles), manufacturing (DuPont, PP&G) and transportation (BMW, United Airlines) on marketing strategies to make them more consumer-centric.  He has also published numerous articles on these and related topics in academic journals, and has delivered numerous lectures as a guest speaker.


 

Discover the 10 videocasts

Videocast 1: Focus on your customers’ needs, not your own capabilities
What is customer-centricity? Using the example of DuPont, Michael Solomon illustrates the difference between a customer-centric approach and a product-centric approach.

Videocast 2: Tracking brand personality
A strong brand personality is key when it comes to enabling the customer to differentiate a brand from its competitors. Sometimes, however, customers don’t perceive this brand personality in the way the company would like. Michael Solomon talks about why it is important to keep track of customers’ brand perception on a regular basis.

Videocast 3: Honesty pays!
Should you be open with your customers when you have a problem? Using the example of the Patagonia clothing company, Michael Solomon reveals the benefits of being transparent and honest with customers.

Videocast 4: Focus on an under-served niche
Using the clothing industry as an example, Michael Solomon explains why it’s important to explore all the segments of a market, even those that are traditionally neglected by the industry.

Videocast 5: Communicate your unique selling proposition
How can you make customers choose your product? Through the example of Unilever, Michael Solomon offers an insight into how you can influence your customers’ choice in a highly competitive market and build a strong communication strategy that breaks through the clutter.

Videocast 6: Focus on the entire customer journey
Digital has disrupted the traditional customer journey. It is now more complex and less linear, with points of contact along the way that may exist online or offline. Through the example of Tesla, Michael Solomon illustrates why it’s so important to accurately map your customers’ journey from beginning to end.

Videocast 7: Entertain your customers
In a cut-throat market, companies constantly have to find new ways to stand out from their competitors. Michael Solomon uses the example of a furniture retailer to share some advice on how entertaining your customers might be key to gaining their loyalty.

Videocast 8: Deal with negative online reviews
In our digital age, having positive online reviews is a key competitive advantage, but negative reviews can be useful too. Michael Solomon reveals how to use negative reviews constructively to improve your relationship with your customers.

Videocast 9: Target the bottom of the pyramid
Using Gillette as an example, Michael Solomon explains the concept of the “bottom of the pyramid” and reveals how targeting lower-income consumers can be beneficial for consumers and companies alike.

Videocast 10: Think globally, act locally
Michael Solomon shares a story about Ikea and explains how you can build a global marketing strategy while taking into account local norms and customer tastes.