Most companies segment their markets by customer demographics or product characteristics and differentiate their offerings by adding features and functions. But the consumer has a different view of the marketplace. He simply has a job to be done and is seeking to “hire” the best product or service to do it. Marketers must adopt that perspective.
INTELLIGENCE: New developments, research and ideas in management
A company must have a three-dimensional view of its brand.
When one company acquires another, executives have 10 distinct options for the corporate rebranding.
When targeted promotions appeal to non-targeted customers.
Recent research has greatly improved management’s ability to anticipate customer wants.
RESEARCH BRIEF: A dynamic array of different customer types makes for a stronger business model.
The good word from devoted customers may not always be the most effective promotional tool.
Deep discounting strategies provide decidedly mixed long-term benefits.
