BECOMING THE BRIDGE BETWEEN THE ACTUAL AND THE IDEAL 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 […]

BECOMING THE BRIDGE BETWEEN THE ACTUAL AND THE IDEAL 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 first stage in the purchase process might be called – RECOGNITION. Before a purchase can occur there needs to be a recognition that a gap exists between the IDEAL and the ACTUAL.  The consumer or potential consumer needs to perceive a problem that gives rise to a: Need – actual requirements to fill a gap. Want – perceived requirements to fil a gap. This problem reflecting the gap between the ideal and the actual can be triggered: Internally – physical (hunger), psychological (insecurity) or…