1.4 Customer’s need is covered by at most four Business Orientations
The fact that there are only 4 business possibilities to satisfy customers’ needs means that one need can be covered by no more than 4 orientations.
From the customer’s point of view there can be one or more Business Orientations to cover his need. For instance, he can choose whether he buys his clothing as a ready-made brand product or has it made as an individual solution for him by a tailor. But if he is sick, he has to see a doctor (Expert) and buy the medicine (Product) in a pharmacy (Self-Service):
From the point of view of creating the satisfaction of a customer’s need there are usually many layers with many businesses and their Business Orientations involved. The origin of the customer’s final satisfaction often starts with Commodities. Their prices and quality are defined through Commodity exchange Self-Services. Commodities are used to make Products. Advertising agencies help Product makers introduce their products on the market, see the example of an automotive industry:
