ABSTRACT
Marketing creates solutions by providing products, services and other 'market offerings'. One question is, 'Solutions to what?' It is market offerings as solutions that we are concerned with in this chapter - how they are created, what problems or opportunities they solve, how to identify them, how to understand them, how marketers organize for them, and the consumer's role in solutions. Technology, innovation and new product development provide the basis for solutions to many consumer and marketing problems. Here we explain how information technology, organizational processes, and market research and consumer insight help to ensure that the 'voice of the customer' actually contributes to creating solutions.
