Sublime

“gathering market intelligence.” The better the firm’s understanding of how clients think (and what they’re thinking about lately), the more effective it will be able to market itself. Any firm that fails to make this investment will be severely handicapped, having to market itself based upon what it “guesses” or “assumes” clients want.

And so, the balance of business expenditures shifts from product research to market research. The television commercial has oriented business away from making products of value and toward making consumers feel valuable, which means that the business of business has now become pseudo-therapy. The consumer is a patient assured by psycho-dramas.

The strong tendency of employees to rationalize bad conduct in order to get rewards requires many antidotes in addition to the good cash control promoted by Patterson.

one prompted and two unprompted measures. The latter comprised Unprompted, which is all brands retrieved, and Top-of-Mind (TOM), which is the first brand only. In all cases the unprompted approaches resulted in fewer brands being linked to the attributes (hence the negative scores), but the big negative scores are for smaller brands, brand non-buye

rivista Sales Management, riprodotto senza commenti su Consumer Reports:

cognitive psychology as ‘social psychology with all the interesting variables set to zero’.

AIDA (Awareness–Interest–Desire–Action) or Ehrenberg’s ATR (Awareness–Trial–Repeat).

research among consumers. Find out how they think about your kind of product, what language they use when they discuss the subject, what attributes are important to them, and what promise would be most likely to make them buy your brand.

“Marketing has always been about the same thing—who your customers are and where they are.”