Performance predictors are tangible and intangible signals as to the likely performance of a product or service. They provide prospective customers with evidence upon which to make their purchase decisions.
Performance predictors allow prospective customers to fast-forward themselves into the future to 'experience' the product or service and use the wisdom gained to make an astute purchase decision in the present.
Performance predictors are highly relevant for today's marketers because consumers are highly sceptical of all marketing communications.
Thursday, November 29, 2007
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