Organisations that embrace the concept of performance predictors and pursue the strategy at all levels, are in essence, changing the focus of their marketing from perception to performance.
Most marketing attempts to sugar-coat the product or service being promoted and create a perception of quality, low-cost, speed or whatever the relevant market position happens to be, however performance predictors simply highlight what exists in reality.
Consumers are becoming increasingly sophisticated and increasingly sceptical, so sugar-coating is losing its effectiveness rapidly. Typically, marketers need to focus more on product performance and less on marketing communications.
Sunday, December 2, 2007
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