The authors present a powerful and tested approach that helps managers see a businessas every action through the eyes of its customers. This approach is organized around the values that matter most to customers: Acceptability, Affordability, Accessibility and Awareness. Taken together, these attributes are called the q4Aas.q The 4A framework derives from a customer-value perspective based on the four distinct roles that customers play in the market: seekers, selectors, payers and users. For a marketing campaign to succeed, it must achieve high marks on all four Aas, using a blend of marketing and non-marketing resources. The 4A framework helps companies create value for customers by identifying exactly what they want and need, as well as by uncovering new wants and needs. (For example, none of us knew we qneededq an iPad until Apple created it.) That means not only ensuring that customers are aware of the product, but also ensuring that the product is affordable, accessible and acceptable to them. Throughout this book, the authors demonstrate how looking at the world through the 4A lens helps companies avoid marketing myopia (an excessive focus on the product) as well as managerial myopia (an excessive focus on process). In fact, it is a powerful way to operationalize the marketing concept; it enables managers to look at the world through the customeras eyes. This ability has become an absolute necessity for success in todayas hyper-competitive marketplace.to make suggestions and become beta testers. ... Customers can see the new roller coasters being built online. ... The reps look at customersa#39; actual usage and only promote products that make sense for the customer, which builds trust. ... When they were introducing Samuel Adams beer to the market, the founders of the Boston Beer Company used a personal approach by encouraging bartenders toanbsp;...
|Title||:||The 4 A's of Marketing|
|Author||:||Jagdish Sheth, Professor Jagdish Sheth, Rajendra Sisodia|
|Publisher||:||Routledge - 2012-04-23|