Actually no, it's not. The job is to please CUSTOMERS. Marketing is what entices a consumer to become a customer.
The majority of comments regarding MS Office for iPad is that little short of giving it away for free ($10 per module was cited as a "reasonable" price) would be enough to convert those consumers to customers. That's assuming they were being truthful... I suspect that some would not buy Office no matter how low the price was.
Customer/Consumer. I don't think that word means what you think it means.
The only difference between customer and consumer is who paid for the license versus who is
using the license. In many cases, like home users, the two terms refer to the same entity (unless it was bought as a gift). A good example where the two are not the same entity are business installations. The business may be the customer, and pays me, but the employees in their <insert name here> department are the consumers. I need to keep those employees (consumer) happy as well as the folks who make the purchase decisions (customer) happy. Pirated copies are also "consumed", even though there is no customer, and that's where "conversion" can come into play (turning a consumer into a customer+consumer).
If someone isn't an end-user of my product, they aren't a consumer of my product, and I don't call them a consumer. The general term "consumer" isn't terribly useful, as every person on the planet falls under that term, even the CEO of a large company, even if their main form of consumption are large yachts. But if they aren't consuming my product, they aren't a consumer in my world, and my job would be to convince them that what I produce is worth consuming.