ssible service; don’t just create what the market needs or wants. Create what it would love.” A company needs to differentiate itself clearly from the other companies. Thus, since more company try to offer a service that meet the customer needs, we need to offer a service that can catch customer’s attention and a service that a customer would love.Part Two is about survey and research. For a company to be able to improve its services is by asking everyone about it, by doing a survey. However, to have a significant result from a survey, have a third party to do it for your company. There are some advantages for conducting a survey: it gives a company an opportunity to sell or to make an offer, it keeps contact with the clients, it can tell what business that you are in, and what people are buying. Try to avoid written survey. Beckwith says that people are more convenient to talk than to write, so it is better to have a survey by phone or a personal interview. This way, a company can reveal more information from the clients.In the next part, Beckwith is trying to say that marketing is not just a department everybody in the company is responsible for marketing the company. A company needs to make its employee a marketing person, so that everything that he/she does is a marketing act that can attract and keep more customers. Before companies planned their marketing strategy, they need to know what are they good at, and also to find out what customers are really buying from them. Companies also have to adopt technology as part of their marketing plan, since it can be used for competitive advantage of the company. Nevertheless, he said that if we sell services that means we sell relationship, so to be personable is as important as be professional.Beckwith also talks about the eighteen fallacies that companies used to believe during their planning stage. In this stage, everybody that involved in planning should start with thr...
