The Truth about Customers (1st Edition)
by Michael R. Solomon, Michael G. Solomon
Paperback, 224 Pages, Published 2008 |
ISBN-10: 0-13-714226-9 / 0137142269
ISBN-13: 978-0-13-714226-2 / 9780137142262 | | | Customers demystified! How you can move them to buy...buy more...and keep on buying! The truth ... more » about what customers really want, think, and feel The truth about keeping current customers happyâand loyal The truth about the newest trends and advances in consumer behavior Simply the best thinking THE TRUTH AND NOTHING BUT THE TRUTH This book reveals 50 bite-size, easy-to-use techniques for finding and keeping highly profitable customers “Michael Solomon’s The Truth About What Customers Want contains great insights into consumer behavior and is a must-have tool for anyone working in a consumer-driven field. His 50 truths take the guesswork out of marketing intelligence and give insight into navigating today’s technology-driven world.” Tim Dunphy, Senior Marketing Manager, Consumer Insights, Black & Decker Introduction ix Truth 1 Your customers want a relationship, not a one-night stand 1 Truth 2 Design it, and they will come 5 Truth 3 Sensory marketing–smells like profits 9 Truth 4 Pardon me, is that a breast in your Coke? 13 Truth 5 One man’s goose⦠17 Truth 6 Throw âem a bone, and they’ll no longer roam 21 Truth 7 Stay in their minds–if you can 25 Truth 8 These are the good old days 29 Truth 9 Why ask why? Understand consumers’ motives to meet their needs 33 Truth 10 He who dies with the most toys wins 37 Truth 11 Your customers are looking for greener pastures 41 Truth 12 “Because I’m worth it” 45 Truth 13 Love me, love my avatar 49 Truth 14 You really are what you wear 53 Truth 15 Real men don’t eat quiche (but they do moisturize) 57 Truth 16 Girls just want to have fun 61 Truth 17 Queer eye for the spending guy 65 Truth 18 Yesterday’s chubby is today’s voluptuous 69 Truth 19 Men want to sleep with their cars 73 Truth 20 Your PC is trying to kill you 77 Truth 21 Birds of a feather buy together 81 Truth 22 Sell wine spritzers to squash players 85 Truth 23 They think your product sucks–but that’s not a bad thing 89 Truth 24 When to sell the steak, when to sell the sizzle 93 Truth 25 People are dumber than robots (lazier, too) 97 Truth 26 Your customers have your brand on the brain 101 Truth 27 Let their mouseclicks do the walking 105 Truth 28 Nothing shouts quality like leather from Poland 111 Truth 29 Consider investing in a drive-thru mortuary 115 Truth 30 Go to the Gemba 119 Truth 31 Your customers want to be like Mike (or someone like him) 123 Truth 32 Go tribal 127 Truth 33 People like to do their own thing–so long as it’s everyone else’s thing too 131 Truth 34 Catch a buzz 135 Truth 35 Go with the flow–get shopmobbed today 139 Truth 36 Find the market maven, and the rest is gravy 143 Truth 37 Hundreds of housewives can predict your company’s future 147 Truth 38 Know who wears the pants in the family 149 Truth 39 Youth is wasted on the young 153 Truth 40 Make millions on Millennials 157 Truth 41 Grownups don’t grow up anymore 161 Truth 42 Dollar stores make good cents 165 Truth 43 The rich are different 169 Truth 44 Out with the ketchup, in with the salsa 173 Truth 45 Look for fly-fishing born-again environmentalist jazz-loving Harry Potter freaks 177 Truth 46 Ronald McDonald is related to Luke Skywalker 181 Truth 47 Sign a caveman to endorse your product 185 Truth 48 Make your brand a fortress brand–and make mine a Guinness 189 Truth 49 Turn a (pet) rock into gold 193 Truth 50 Think globally, act locally 197 References 201 About the Author 209 « less |
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