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Develop effective marketing strategies and tactics, by gaining deeper insights into the perceptions, needs, motivations and preferences of your target customers with CUSTOMER INSIGHTS: UNLOCKING THE MIND OF THE MARKET. Companies that implement these strategies and tactics can expect to attract and retain more customers, grow their share of market, increase the productivity of their marketing efforts, and increase their profitability.
Introduction. 1. Your customers are constantly changing in subtle ways that impact their purchasing behavior. 2. Your customers cant tell you about their unmet needs, but you can uncover them. 3. Emotional motivations play a greater role than rational motivations in most consumer purchase decisions. 4. It is usually a better marketing strategy to target a segment of customers and get them to love you, than to attempt to get all customers to like you. 5. Successful marketers create brand perceptions in the minds of target customers that differentiate their brand on a key benefit. 6. The most successful product offerings are those that focus on delivering only those features that have the most impact on customer purchase decisions. 7. The most effective marketing communications combine a rational benefit with an emotional need. 8. Your customers will be more willing to pay a premium price when you help them understand the value of the benefits of your product offering. 9. Delight your customers to keep them as loyal apostles; this will have a strong, positive, and direct impact on your profitability. 10. The development of successful new products requires the continuous participation of target customers. Action Plans and Metrics. Appendix - Summary of Customer Insight Tools.