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According to Lauterborn such an approach to marketing is necessary, because only full focus on the needs of the recipient leads to success. In his theory, we distinguish such elements as customer value, cost, convenience, communication. Let us now focus on explaining what the individual instruments are about and how we are to understand them and most importantly use them in practice. product customer value It does not necessarily have to be a tangible commodity sold to the customer. Speaking of a product, we mean the values that a particular thing or service.
Brings to the recipient and the needs it satisfies. So, if we offer the services of a mechanical workshop, we do not only communicate that the company provides inspections and whatsapp mobile number list replacement of broken parts. We focus on the fact that using professional service gives you safety, comfort, time saving, quality guarantee and so on. It must be remembered that dry information about the product does not yet arouse the desire to buy it. We must make the recipient aware of what his problems can be solved and what expectations he can meet. Only then do we gain the interest of potential customers.
Price price cost Price is an important element of marketing, because it largely affects the other foundations of brand communication. Product prices can be selected based on various criteria, such as brand recognition, competitor prices, production costs and the financial capabilities of the target group. However, it is important to maintain a consistent pricing policy within the brand. So, if our offer is intended to be widely available and intended for consumers of any budget, prices should be very competitive. However, if we are targeting a group of affluent consumers who only buy luxury products.