GE Healthcare tried to differentiate a commodity product by offering consulting services; however, it failed to recognize that when different parts of the company do not focus on the customer,
A) the sales cycle is shortened.
B) the pocket price is higher.
C) increased marketing communications is required.
D) it over-serves the customer.
E) they do not have the same goals.

Question

Quizplus · Accepted Answer

When different parts of a company do not focus on the customer, they may not have the same goals which can lead to ineffective communication and collaboration. This can ultimately lead to a lack of synergy in the company's efforts to differentiate their product or service. In the case of GE Healthcare, their efforts to differentiate their commodity product with consulting services may have been hindered by different departments not having the same goal or focus on the customer.

GE Healthcare Tried to Differentiate a Commodity Product by Offering