Drucker on Product | A Customer Ready to Buy



"Ideally, marketing should result in a customer who is ready to buy. All that should be needed then is to make the product or service available, i.e., logistics rather than salesmanship and statistical distribution rather than promotion. We may be a long way from this ideal. But consumerism is a clear indication that the right motto for business management should increasingly be, 'from selling to marketing."—Peter Drucker, Management: Tasks, Responsibilities, Practices

So good Product Management [marketing] results in a customer that is ready to buy.


We have discovered the un- and under-met needs, we understand the customer's value profile, and we have validated our understanding and solution along the way.


If we do this, the result is a market of customers ready to buy.


It becomes a fulfillment exercise. Logistics and Distribution.


Think about lines for iPhone releases or for the opening of a blockbuster movie.


They are products that fit what the customer wants and needs.


When we successfully do this we shift from reactive and sales-