HFT 2500 Lecture Notes - Lecture 16: Direct Marketing, Sales Promotion, Market Segmentation
3 Apr 2016
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The service culture must begin with top management and low down. Companies should deine their business in terms of customer needs, not products: explain the steps involved in the business strategy planning process see figures 3-4 & 3-5. The buyer senses a diference between their actual state and a desired state. An aroused consumer may or may not search for more informaion. If the consumer"s drive is strong and a saisfying product is near at hand, the consumer is likely to buy it at that moment. If not, the consumer may simply store the need in memory and search for relevant informaion. In the evaluaion stage, the consumer ranks brands in their choice set and forms purchase intenions. In other words, the difereniaing features of a company, product or service must be of some importance to the consumer markets. Facilitaing products are those that are essenial for providing the core product to the target market.
