Often it is difficult to decide how to meet a specific marketing goal. After all, products can have different combinations of features that appeal to customers just as there are several ways to communicate a message to potential customers. In this chapter, we focused on how decisions in one area (one of the 5 Ps) can impact customer perceptions or outcomes on supporting C elements. Assume TBSL has the ultimate goal to enhance and increase customer benefits. Let's try to help it use the supporting linkages to enhance customer benefits. For each P below, provide a specific recommendation that would enhance or increase customer benefits. We'll start with the direct linkage. Make a specific product recommendation that would provide added customer benefits. Make a specific place recommendation that would provide additional customer benefits (other than convenience). Make a specific price recommendation that would provide additional customer benefits (other than cost). Make a specific promotion recommendation that would provide additional customer benefits (other than communication). Make a specific participation recommendation that would provide additional customer benefits (other than connection). Which of these recommendations were the easiest to make? Which were the most difficult? Why?
Often it is difficult to decide how to meet a specific marketing goal. After all, products can have different combinations of features that appeal to customers just as there are several ways to communicate a message to potential customers. In this chapter, we focused on how decisions in one area (one of the 5 Ps) can impact customer perceptions or outcomes on supporting C elements. Assume TBSL has the ultimate goal to enhance and increase customer benefits. Let's try to help it use the supporting linkages to enhance customer benefits. For each P below, provide a specific recommendation that would enhance or increase customer benefits.
We'll start with the direct linkage. Make a specific product recommendation that would provide added customer benefits.
Make a specific place recommendation that would provide additional customer benefits (other than convenience).
Make a specific price recommendation that would provide additional customer benefits (other than cost).
Make a specific promotion recommendation that would provide additional customer benefits (other than communication).
Make a specific participation recommendation that would provide additional customer benefits (other than connection).
Which of these recommendations were the easiest to make? Which were the most difficult? Why?
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