Sales courses indicate the need to know this self interest because the customer really is not buying their product. The actual purchase is the benefit that the customer will receive from buying their product. Knowing this benefit would enable the seller to set pricing at levels that would ideally be the most beneficial for both buyer and seller... displayed 300 characters
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Satisfaction, pleasure, good will, fulfillment of a need are some examples of the benefit received, but are definitely not the only reasons people buy things. The level of benefit received from purchasing any product can be different from person to person, or from group to group. A single male in his early twenties may perceive a higher level of benefit from buying a flashy sports car than perhaps would a married man in his fifties... displayed next 300 characters
On the top of that, the ability to indicate which stage the product is in is important. Once the stage is recognized, the marketer can formulate the marketing objectives for that particular stage as well as develop a marketing strategy perhaps in advance...
Customer service will be a top priority.
New Era Caps will be readily available to everyone. New Era will have retail stores around the country in strategic locations, specifically in or near large and medium sized cities and large college towns...
Their situation is further exacerbated by the fact that they have already embarked on development of the CSAS product that faces market uncertainity and there is well-founded evidence that VP of sales in the companies that they intend to sell to (who are the decision makers) are skeptical about the need for a CSAS product like PROCEED...
the product is required 2-days-shipping after they received the order from customers.
Describe products Lands' End buyers typically buy in each of the three buying situations: straight rebuy, modified rebuy, and new buy...
Even if there is such a claim it does not imply that the company does conceal the information from the customer.
In summation, I donít believe that this case illustrate that the companies conceal the truth from the customer for two reasons...
The benefit, or marginal utility, experienced from each purchase would be grouped together as the total utility gained from purchasing the cars.
Having established the utility and, if appropriate, marginal utility involved in the sale of the product, the setting or changing of the price charged for the product needs to be reviewed...
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