RATIONAL BEHAVIOUR OFTEN BEGINS AFTER THE MONEY IS SPENT The proposition in this week’s edition of THE REPORT is that marketing becomes a whole lot more cost effective when: Business understands the purchase process. Know when to intervene in the purchase process. Knows how to intervene in the process. Certainly this approach is far more […]

RATIONAL BEHAVIOUR OFTEN BEGINS AFTER THE MONEY IS SPENT The proposition in this week’s edition of THE REPORT is that marketing becomes a whole lot more cost effective when: Business understands the purchase process. Know when to intervene in the purchase process. Knows how to intervene in the process. Certainly this approach is far more cost effective than the shot gun approach most often used. The final stage in the purchase process might be called – RATIONALISATION. This stage is important to both the purchaser and the brand. For the purchaser it is an opportunity to rationalise the purchase and feel good about it. For the business it is an opportunity to Support the rationalisation process Research the outcomes of the process Once again, the critical issues include: The market. The objectives. The requirements. The market is important in terms of understanding SATISFACTION levels and using such data to fine…