The Problem of Defining the Problem

The marketing concept views the customer's purchasing activities at being problem-solving activities. This view of what the consumer does can have a profound effect on how the supplier or seller conducts his affairs. It affects more than how he does business and how much business he does. It affect what the consumer is actually trying to do, the seller will see that his problem as a seller is quite different from what it is usually assumed to be.Only after he defines his problem properly can the seller decide what is proper for him to do. Never is this necessity more urgent than when competition is most serve. The most serve kind of competition is warfare. It is not surprising , therefore, that war strategy has so often focused so carefully on a prior definition of the specific problem at hand. Since one gets few second chances, it is essential that the first try succeed.