The Bridge

Jenny Darroch
Additional contact information
Jenny Darroch: Peter F. Drucker and Masatoshi Ito Graduate School of Management

Chapter Chapter 6 in Why Marketing to Women Doesn’t Work, 2014, pp 111-130 from Palgrave Macmillan

Abstract: Abstract In Chapter 4, I introduced three concentric circles as a means of analyzing a product. I also explained how to ladder product features to first order and second order benefits. In Chapter 5, I applied a similar method to identify the tasks customers are trying to do (that is, the problems an organization’s customers are trying to solve and for which the organization’s product is a solution). I also discussed the functional and psychogenic benefits for customers of product purchases. It is now time to compare the customer and product ladders, and check for alignment between them.

Keywords: Market Segment; Target Market; Brand Association; Maximum Safety; Cyclist Detection (search for similar items in EconPapers)
Date: 2014
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-35817-2_7

Ordering information: This item can be ordered from
http://www.palgrave.com/9781137358172

DOI: 10.1057/9781137358172_7

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().