HAVING IDENTIFIED THE PROBLEM- CONSUMERS SEARCH FOR SOLUTIONS 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 […]

HAVING IDENTIFIED THE PROBLEM- CONSUMERS SEARCH FOR SOLUTIONS 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 second stage in the purchase process might be called – SEARCH. Having identified the problem or gap between the actual and the ideal, cosmumers search for information that can help them: Identify the solution Identify the options For those consumers who have experiences the problem before identifying the solution can be very straight forward and potentially automatic. For those who have encountered the problem for the first time there may be a significant search for information that will give rise to the solution. For those…