1. According to McKenna, what did sales-driven companies try to do?

According to McKenna, sales-driven companies focused on changing customers'

minds to fit the product. They practiced a form of marketing exemplified by the quote
"any color as long as it's black," indicating a limited choice or customization for
customers.

2. Why did some companies become customer driven?

Some companies became customer-driven as technology developed and competition
increased. These companies were willing to change their products to fit customers'
requests, adopting a marketing approach described as "tell us what color you want."
This shift was driven by a desire to be more responsive to customer needs and
preferences.

3. What does he say market-driven companies do?

Market-driven companies, according to McKenna, adapt their products to fit their
customers' strategies. They engage in collaborative marketing, where the focus is on
figuring out together how the product aligns with the customer's larger goals. This
approach is characterized by a customer-centric and adaptive mindset.

4. What does McKenna mean when he describes the old approach as

‘unresponsive’?
The old approach, as described by McKenna, is deemed "slow and unresponsive"
because it involves a sequential process of idea generation, market research, product
development, testing, and then going to market. This method may not be agile enough
to meet rapidly changing market demands.

5. Why has the main focus of companies moved first from finance to engineering,
and then from engineering to marketing?
The main focus of companies has shifted from finance to engineering and then to
marketing as the demands on companies evolved from controlling costs to competing
on products and, ultimately, to serving customers. Marketing is seen as a critical
function in integrating the customer into the design of the product.

6. What two negative descriptions of marketing does he reject?

McKenna rejects the notions that marketing is about fooling the customer or falsifying
the company’s image. He emphasizes that marketing is not just a function but a way of
doing business and should be an integral part of everyone's job.

7. What does he say about customers and market-driven companies?

McKenna states that in market-driven companies, the goal is to integrate the customer
into the design of the product. Customers are actively involved, and marketing is
about creating a market rather than just controlling one.

8. What is wrong with focusing on R&D (research and development) and creating
new products?
Focusing solely on R&D and creating new products can be problematic if it leads to
an internal focus and neglects the customer, the market, and the competition.
Companies may become fixated on pursuing their research and development agendas
at the expense of customer needs.

9. What is wrong with focusing on increasing market share?

Focusing on increasing market share, according to McKenna, turns marketing into an
expensive fight over crumbs rather than a strategic effort to own the entire market. It
can result in a narrow, competitive mindset rather than a focus on customer
satisfaction and holistic market ownership.

10. Explain in your own words what he describes as the real job or goal of
marketing.
McKenna describes the real goal of marketing as owning the market, not just making
or selling products. Smart marketing means defining the whole market as yours, and
leadership in marketing equates to ownership. He emphasizes that marketing is
everything and should be pervasive throughout the organization.

*Do you think Regis McKenna’s account of the role of marketing is realistic?
Regarding whether Regis McKenna’s account of the role of marketing is realistic,
opinions may vary. His perspective emphasizes the importance of customer-centric
approaches and market ownership, which aligns with contemporary views on effective
marketing. However, the practicality of his approach may depend on the industry,
market dynamics, and specific business circumstances.

**Would it work for all industries and markets, or only particular ones?
While the principles McKenna outlines can be applicable across industries, the degree
of emphasis on customer collaboration and market ownership may vary. Some
industries may inherently require more customer involvement and adaptability,
making McKenna's approach highly relevant. In contrast, industries with different
dynamics or transactional relationships may find certain aspects of his philosophy less
applicable.