Consumers typically have attitudes toward most tangible objects and intangible aspects including products, brands, opinions, experiences, events, locations, ideas and people. Every individual is likely to have a differing attitude toward each of these objects and aspects.
Furthermore, consumers have attitudes toward their own actions and thoughts in the past and present.
What this means to marketers using performance predictors is that placing your efforts on one performance predictor (aka the silver bullet approach) will be unsuccessful, because everybody has differing attitudes toward everything.
There is no such thing as a performance predictor with universal appeal. As a marketer, you must research your target market and promote performance predictors which are likely to appeal to the largest possible percentage of your chosen sub-market.
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