SlideShare uma empresa Scribd logo
1 de 34
Baixar para ler offline
Chapter 1  Consumer Behavior:  Its Origins and  Strategic Applications
Chapter Outline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Consumer Behavior ,[object Object]
Customers Search for Products weblink
Personal Consumer ,[object Object]
Organizational Consumer ,[object Object]
Government Buying weblink
Development of the Marketing Concept Production  Concept Selling Concept Product Concept Marketing  Concept
The Production Concept ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Product Concept ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Selling Concept ,[object Object],[object Object],[object Object],[object Object]
The Marketing Concept ,[object Object],[object Object],[object Object],[object Object]
Discussion Question ,[object Object],[object Object]
The Marketing Concept ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Implementing the Marketing Concept
weblink
The Marketing Concept ,[object Object],[object Object],[object Object],[object Object],[object Object],Implementing the Marketing Concept
Segmentation Used  by Sports Illustrated
Discussion Question ,[object Object],[object Object],[object Object]
The Marketing Concept ,[object Object],[object Object],[object Object],[object Object],[object Object],Implementing the Marketing Concept
The Marketing Concept ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Implementing the Marketing Concept
This product is positioned as a solution to facial redness.
The Marketing Mix ,[object Object],[object Object],[object Object],[object Object]
Successful Relationships Customer  Value Customer  Satisfaction Customer  Retention
Successful Relationships  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Value, Satisfaction, and Retention
Discussion Question ,[object Object],[object Object]
Successful Relationships  ,[object Object],[object Object],[object Object],[object Object],[object Object],Value, Satisfaction, and Retention
Successful Relationships  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Value, Satisfaction, and Retention
Customer Profitability-Focused Marketing ,[object Object],[object Object],[object Object]
Customer Profitability-Focused Marketing Tier 1: Platinum Tier 2: Gold Tier 3: Iron Tier 4: Lead
Traditional Marketing Concept Vs. Value and Retention Focused Marketing Table 1-2 Utilize an understanding of  customer needs to develop  offerings that customers perceive as more valuable than  competitors’ offerings Market products and services that  match customers’ needs better than competitors’ offerings Focus on the product’s  perceived value, as well as the need that it satisfies Do not focus on the product; focus on  the need that it satisfies Use technology that enables customers to customize what you make Make only what you can sell instead  of trying to sell what you make Value and Retention Focused Marketing Traditional Marketing Concept
Impact of Digital Technologies ,[object Object],[object Object],[object Object],[object Object]
Societal Marketing Concept ,[object Object]
Consumer Behavior Is Interdisciplinary ,[object Object],[object Object],[object Object],[object Object],[object Object]
A Simplified Model of Consumer Decision Making – Figure 1-1

Mais conteúdo relacionado

Mais procurados

Consumer (Buyer) behaviour Chapter 3 Market Segmentation and Strategic Targeting
Consumer (Buyer) behaviour Chapter 3 Market Segmentation and Strategic TargetingConsumer (Buyer) behaviour Chapter 3 Market Segmentation and Strategic Targeting
Consumer (Buyer) behaviour Chapter 3 Market Segmentation and Strategic TargetingFarman Zakhilwal
 
Marketing management unit 2 recap-STP
Marketing management unit 2 recap-STPMarketing management unit 2 recap-STP
Marketing management unit 2 recap-STPviveksangwan007
 
Perspectives on Consumer
Perspectives on ConsumerPerspectives on Consumer
Perspectives on ConsumerIndrajit Bage
 
Societal marketing concept
Societal marketing conceptSocietal marketing concept
Societal marketing conceptANUJ YADAV
 
STP and consumer behaviour
STP and consumer behaviourSTP and consumer behaviour
STP and consumer behaviourRachel Mathew
 
Marketing management unit 2 recap,Market Segmentation & Targeting,New Produc...
Marketing management  unit 2 recap,Market Segmentation & Targeting,New Produc...Marketing management  unit 2 recap,Market Segmentation & Targeting,New Produc...
Marketing management unit 2 recap,Market Segmentation & Targeting,New Produc...viveksangwan007
 
Marketing process, Mktg mix, NPD,PLC, STP, Distribution
Marketing process, Mktg mix, NPD,PLC, STP, DistributionMarketing process, Mktg mix, NPD,PLC, STP, Distribution
Marketing process, Mktg mix, NPD,PLC, STP, Distributionshrinivas kulkarni
 
Societal marketing
Societal  marketingSocietal  marketing
Societal marketingShikha Gupta
 
Segmentation / Targeting / Positioning
Segmentation / Targeting / PositioningSegmentation / Targeting / Positioning
Segmentation / Targeting / PositioningCris Anthony Hödar
 
Consumer Bahavior: Decision Making process
Consumer Bahavior: Decision Making processConsumer Bahavior: Decision Making process
Consumer Bahavior: Decision Making processZenaida Albarasin
 
Consumer behaviour
Consumer behaviourConsumer behaviour
Consumer behaviourSwati Sood
 
The Synergy of Sustainability and Societal Marketing
The Synergy of Sustainability and Societal Marketing The Synergy of Sustainability and Societal Marketing
The Synergy of Sustainability and Societal Marketing Liliana Chin Lau
 
Adv375 chapter one
Adv375 chapter oneAdv375 chapter one
Adv375 chapter onealampini
 

Mais procurados (17)

Social and societal marketing
Social and societal marketingSocial and societal marketing
Social and societal marketing
 
Consumer (Buyer) behaviour Chapter 3 Market Segmentation and Strategic Targeting
Consumer (Buyer) behaviour Chapter 3 Market Segmentation and Strategic TargetingConsumer (Buyer) behaviour Chapter 3 Market Segmentation and Strategic Targeting
Consumer (Buyer) behaviour Chapter 3 Market Segmentation and Strategic Targeting
 
Marketing management unit 2 recap-STP
Marketing management unit 2 recap-STPMarketing management unit 2 recap-STP
Marketing management unit 2 recap-STP
 
Perspectives on Consumer
Perspectives on ConsumerPerspectives on Consumer
Perspectives on Consumer
 
Societal marketing concept
Societal marketing conceptSocietal marketing concept
Societal marketing concept
 
STP and consumer behaviour
STP and consumer behaviourSTP and consumer behaviour
STP and consumer behaviour
 
Marketing management unit 2 recap,Market Segmentation & Targeting,New Produc...
Marketing management  unit 2 recap,Market Segmentation & Targeting,New Produc...Marketing management  unit 2 recap,Market Segmentation & Targeting,New Produc...
Marketing management unit 2 recap,Market Segmentation & Targeting,New Produc...
 
Chapter 4
Chapter 4Chapter 4
Chapter 4
 
Advertising research
Advertising researchAdvertising research
Advertising research
 
Consumer Behaviour
Consumer BehaviourConsumer Behaviour
Consumer Behaviour
 
Marketing process, Mktg mix, NPD,PLC, STP, Distribution
Marketing process, Mktg mix, NPD,PLC, STP, DistributionMarketing process, Mktg mix, NPD,PLC, STP, Distribution
Marketing process, Mktg mix, NPD,PLC, STP, Distribution
 
Societal marketing
Societal  marketingSocietal  marketing
Societal marketing
 
Segmentation / Targeting / Positioning
Segmentation / Targeting / PositioningSegmentation / Targeting / Positioning
Segmentation / Targeting / Positioning
 
Consumer Bahavior: Decision Making process
Consumer Bahavior: Decision Making processConsumer Bahavior: Decision Making process
Consumer Bahavior: Decision Making process
 
Consumer behaviour
Consumer behaviourConsumer behaviour
Consumer behaviour
 
The Synergy of Sustainability and Societal Marketing
The Synergy of Sustainability and Societal Marketing The Synergy of Sustainability and Societal Marketing
The Synergy of Sustainability and Societal Marketing
 
Adv375 chapter one
Adv375 chapter oneAdv375 chapter one
Adv375 chapter one
 

Semelhante a Schiffam01

1. Perilaku konsumen - Consumer Behavior Its Origins & Strategic Applications
1. Perilaku konsumen - Consumer Behavior Its Origins & Strategic Applications1. Perilaku konsumen - Consumer Behavior Its Origins & Strategic Applications
1. Perilaku konsumen - Consumer Behavior Its Origins & Strategic ApplicationsIrwan Haribudiman
 
Marketing environment
Marketing environmentMarketing environment
Marketing environmentRajThakuri
 
consumer-behaviour-module-one.ppt two three
consumer-behaviour-module-one.ppt two threeconsumer-behaviour-module-one.ppt two three
consumer-behaviour-module-one.ppt two threemahijogin
 
Marketing - Rami Show
Marketing - Rami   ShowMarketing - Rami   Show
Marketing - Rami ShowMaram Peace
 
Introduction to marketing management-1.pdf
Introduction to marketing management-1.pdfIntroduction to marketing management-1.pdf
Introduction to marketing management-1.pdfOshadiVindika
 
Marketing - Chapter 1
Marketing - Chapter 1Marketing - Chapter 1
Marketing - Chapter 1darcy.butler
 
Principles of Marketing Management-1
Principles of Marketing Management-1Principles of Marketing Management-1
Principles of Marketing Management-1Deep Gurung
 
Marketing Concept
Marketing ConceptMarketing Concept
Marketing Conceptzirram
 
Chapter 1 Creating And Capturing Customer Value
Chapter 1 Creating And Capturing Customer ValueChapter 1 Creating And Capturing Customer Value
Chapter 1 Creating And Capturing Customer ValueKathyBright
 
Marketing Chapter 01
Marketing Chapter 01Marketing Chapter 01
Marketing Chapter 01WanBK Leo
 
Dr. V. Ramadevi, Department of Management.
Dr. V. Ramadevi, Department of Management.Dr. V. Ramadevi, Department of Management.
Dr. V. Ramadevi, Department of Management.ramakarthik
 
Pride2e basic ch01
Pride2e basic ch01Pride2e basic ch01
Pride2e basic ch01haithamo
 

Semelhante a Schiffam01 (20)

1. Perilaku konsumen - Consumer Behavior Its Origins & Strategic Applications
1. Perilaku konsumen - Consumer Behavior Its Origins & Strategic Applications1. Perilaku konsumen - Consumer Behavior Its Origins & Strategic Applications
1. Perilaku konsumen - Consumer Behavior Its Origins & Strategic Applications
 
CH 1.ppt
CH 1.pptCH 1.ppt
CH 1.ppt
 
322 marketing concept
322 marketing concept322 marketing concept
322 marketing concept
 
Marketing environment
Marketing environmentMarketing environment
Marketing environment
 
Marketing intro
Marketing introMarketing intro
Marketing intro
 
Marketing
MarketingMarketing
Marketing
 
Marketing
MarketingMarketing
Marketing
 
consumer-behaviour-module-one.ppt two three
consumer-behaviour-module-one.ppt two threeconsumer-behaviour-module-one.ppt two three
consumer-behaviour-module-one.ppt two three
 
Chapte-1:The marketing process of strategy and value from strong customer re...
Chapte-1:The marketing process of strategy  and value from strong customer re...Chapte-1:The marketing process of strategy  and value from strong customer re...
Chapte-1:The marketing process of strategy and value from strong customer re...
 
Marketing - Rami Show
Marketing - Rami   ShowMarketing - Rami   Show
Marketing - Rami Show
 
Introduction to marketing management-1.pdf
Introduction to marketing management-1.pdfIntroduction to marketing management-1.pdf
Introduction to marketing management-1.pdf
 
Chapter 1.pdf
Chapter 1.pdfChapter 1.pdf
Chapter 1.pdf
 
Mktg Concepts
Mktg ConceptsMktg Concepts
Mktg Concepts
 
Marketing - Chapter 1
Marketing - Chapter 1Marketing - Chapter 1
Marketing - Chapter 1
 
Principles of Marketing Management-1
Principles of Marketing Management-1Principles of Marketing Management-1
Principles of Marketing Management-1
 
Marketing Concept
Marketing ConceptMarketing Concept
Marketing Concept
 
Chapter 1 Creating And Capturing Customer Value
Chapter 1 Creating And Capturing Customer ValueChapter 1 Creating And Capturing Customer Value
Chapter 1 Creating And Capturing Customer Value
 
Marketing Chapter 01
Marketing Chapter 01Marketing Chapter 01
Marketing Chapter 01
 
Dr. V. Ramadevi, Department of Management.
Dr. V. Ramadevi, Department of Management.Dr. V. Ramadevi, Department of Management.
Dr. V. Ramadevi, Department of Management.
 
Pride2e basic ch01
Pride2e basic ch01Pride2e basic ch01
Pride2e basic ch01
 

Último

Amazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the companyAmazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the companyfashionfound007
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfAnhNguyen97152
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBBPMedia1
 
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKELtd
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...Khaled Al Awadi
 
Scrum Events & How to run them effectively
Scrum Events & How to run them effectivelyScrum Events & How to run them effectively
Scrum Events & How to run them effectivelyMarianna Nakou
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessAPCO
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toumarfarooquejamali32
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Lviv Startup Club
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003believeminhh
 
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxChapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxesiyasmengesha
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfHajeJanKamps
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHelene Heckrotte
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 

Último (20)

Amazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the companyAmazon ppt.pptx Amazon about the company
Amazon ppt.pptx Amazon about the company
 
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdfGraham and Doddsville - Issue 1 - Winter 2006 (1).pdf
Graham and Doddsville - Issue 1 - Winter 2006 (1).pdf
 
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John MeulemansBCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
BCE24 | Virtual Brand Ambassadors: Making Brands Personal - John Meulemans
 
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
ISONIKE Ltd Accreditation for the Conformity Assessment and Certification of ...
 
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...NewBase  25 March  2024  Energy News issue - 1710 by Khaled Al Awadi_compress...
NewBase 25 March 2024 Energy News issue - 1710 by Khaled Al Awadi_compress...
 
Scrum Events & How to run them effectively
Scrum Events & How to run them effectivelyScrum Events & How to run them effectively
Scrum Events & How to run them effectively
 
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for BusinessQ2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
Q2 2024 APCO Geopolitical Radar - The Global Operating Environment for Business
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Lecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb toLecture_6.pptx English speaking easyb to
Lecture_6.pptx English speaking easyb to
 
Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)Michael Vidyakin: Introduction to PMO (UA)
Michael Vidyakin: Introduction to PMO (UA)
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
The Vietnam Believer Newsletter_MARCH 25, 2024_EN_Vol. 003
 
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptxChapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
Chapter_Five_The_Rural_Development_Policies_and_Strategy_of_Ethiopia.pptx
 
PDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdfPDT 88 - 4 million seed - Seed - Protecto.pdf
PDT 88 - 4 million seed - Seed - Protecto.pdf
 
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptxHELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
HELENE HECKROTTE'S PROFESSIONAL PORTFOLIO.pptx
 
Investment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV IndustriesInvestment Opportunity for Thailand's Automotive & EV Industries
Investment Opportunity for Thailand's Automotive & EV Industries
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 

Schiffam01

  • 1. Chapter 1 Consumer Behavior: Its Origins and Strategic Applications
  • 2.
  • 3.
  • 4. Customers Search for Products weblink
  • 5.
  • 6.
  • 8. Development of the Marketing Concept Production Concept Selling Concept Product Concept Marketing Concept
  • 9.
  • 10.
  • 11.
  • 12.
  • 13.
  • 14.
  • 16.
  • 17. Segmentation Used by Sports Illustrated
  • 18.
  • 19.
  • 20.
  • 21. This product is positioned as a solution to facial redness.
  • 22.
  • 23. Successful Relationships Customer Value Customer Satisfaction Customer Retention
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.
  • 29. Customer Profitability-Focused Marketing Tier 1: Platinum Tier 2: Gold Tier 3: Iron Tier 4: Lead
  • 30. Traditional Marketing Concept Vs. Value and Retention Focused Marketing Table 1-2 Utilize an understanding of customer needs to develop offerings that customers perceive as more valuable than competitors’ offerings Market products and services that match customers’ needs better than competitors’ offerings Focus on the product’s perceived value, as well as the need that it satisfies Do not focus on the product; focus on the need that it satisfies Use technology that enables customers to customize what you make Make only what you can sell instead of trying to sell what you make Value and Retention Focused Marketing Traditional Marketing Concept
  • 31.
  • 32.
  • 33.
  • 34. A Simplified Model of Consumer Decision Making – Figure 1-1