The client buys something that will help them achieve a task

Think about the product as a benefit

Marketing management wants to design strategies that will engage target customers

1. Production: when a company achieves its business with a production concept (D > S)
2. Product: focus on the product itself and its characteristics (mostly technological) /
Marketing myopia: develop a very performant product that is not available for sale
3. Selling: appeared in the 70s and 80s, when the consumers won’t buy enough products and
the company needs to support and promote the product in order to sell it
4. Marketing: the result of different economic contexts, achieve goals by satisfying the
consumers better than the competition in order to engage with them
5. Societal marketing: related to social issues and responsibilities and the impact of the brand
on the environment

Create superior customer value and satisfaction for the customer to be loyal and repeatedly make
purchases.

Product benefits: tangible and related to the product

Service benefits: value delivered with the product

Image benefits: intangible, psychological, social needs

Relational benefits: more important in B to B

Monetary costs: financial costs

Time costs: delay of getting a product

Energy costs:

Psychological costs: as a consumer to not make the right decision and you’re surrounded by
uncertainty when buying something

KANO Model

The job of a marketer is to identify the must be characteristics

More is better: the more the present the better they are