THIS BRAND OR THAT BRAND ARE NOT THE ONLY OPTIONS 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 […]

THIS BRAND OR THAT BRAND ARE NOT THE ONLY OPTIONS 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 fourth stage in the purchase process might be called – DECISION. Having assessed the options and the available objective and subjective data the consumer will make a purchase decision. That decision might fall one of three main ways: A decision to buy your product. A decision to buy a competitors product. A decision not to buy at all. Your competition is not just the other brands available, but also the option of not purchasing at all. Not purchasing at all may not mean…