My log-cabin beach vacation, cooking with charcoal, without TV, cell phone or laptop, using my own paddling power for water sports has given me a reaction to returning to life as I usually know it. But here goes:
Q. How do customers evaluate marketing hype?
A.
Perceived Customer Value = √ Brand Value Proposition (√ is the square root of)
Actual Customer Value = Retail Price LESS 40%
It is an automatic filter. We need the hype to penetrate any sense of value and we need the discount to feel it was worth paying for it.
Q. What is the reason that most customers don’t read either the blurb or the small print?
A.
Because they make a choice to believe in the realm of mythical marketing. Tolerance for myth and brand legend has been drummed into consumers through mass media hypnosis (a.k.a. hype-nosis?)
Q. Aren’t money-back, satisfaction guaranteed programs assurances that…