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CustomerCustomer

Businesses can be market-led or product led. Different strategies are used to target habitual, informed and impulsive consumer behaviour.

Part of Business managementMarketing

Customer

Businesses can be be market-led (customer focused) or product-led (usually high tech)

Market-led

Make-up counter in Boots
Make-up companies are often market-led businesses

Market-led businesses find out what the customer wants through intensive and then creates a product that will satisfy those wants. Market-led organisations are:

  • very customer focused
  • more responsive to changes in the market
  • reliant on market research to inform their product development
  • often in competitive markets such as make-up and clothing

Product-led

Product-led businesses develop a product first and then try to sell it to the customer through intensive advertising. Little or no is carried out before production begins, instead time and money is spent on researching and developing the product. Product-led businesses often operate:

  • in high tech industries
  • with little competition

Companies such as Apple or Tesla would operate as a product-led business.

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Consumer behaviour

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