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An Idea A Day by David Thompson

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MARKETING

FOCUS ON THE KEY ISSUE FOR YOUR CUSTOMER

Jim Blythe

PEOPLE JUDGE WHAT we do by their own criteria—not by ours. Knowing what the critical factors are is a key element in marketing success—and it isn’t always easy to spot.

Retailers often focus on the virtual price war—the battle to persuade customers that they are cheaper than anyone else. However, this is not always the most relevant issue from the customer’s viewpoint—there are many other factors involved in choosing which retailer to favor with our business.

The idea

Tesco supermarkets have many good ideas for gaining a competitive edge. Price is only one of the elements in their ...

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