MARK 451 Lecture Notes - Lecture 4: Barista, Espresso, Splenda
17 Nov 2016
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Co(cid:373)pa(cid:374)ies ha(cid:448)e (cid:271)ee(cid:374) so fo(cid:272)used o(cid:374) fi(cid:374)e tu(cid:374)i(cid:374)g their o(cid:449)(cid:374) offeri(cid:374)gs that they"(cid:448)e failed to see how those products and services fit into the real lives of their customers. Companies have routinely missed chances to expand sales and deepen loyalty. Reasons for building a detailed understanding of common customer scenarios. Company can often find creative ways to expand its reach into the lives of buyers. Predict future sales and ordering of products. It is the (cid:271)arista"s jo(cid:271) to ide(cid:374)tify the (cid:272)lie(cid:374)t"s prefere(cid:374)(cid:272)e a(cid:374)d taste. Ex: adding 2 sugars instead of 1 sugar if the customer prefers a sweeter drink or substitute sugar with. Splenda if the customer has any dietary restriction. With that in mind, the barista can also offer a pastry to go with the drink. Ex: an espresso and seasonal muffin that perfectly complement each other with a subtle sweetness and the sharpness from the drink.
