The marketer who intimately understand customers’ wants/needs will be the winner.
Knowledge is power. If you understand something about consumer behavior in your product category that your competitors do not, you have a competitive advantage over them. In recent years, much has been written about customer intimacy. However, customer intimacy isn’t a marketing program; it isn’t customer relationship marketing. Customers intimacy is deeply understanding your target customers. In consumer product and service categories, that deep understanding of your target customers wants/needs can only be accomplished through legitimate marketing research.
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