Customer-Centric Marketing

19

Customer benefits

Many marketers have either direct or indirect responsibility for managing products. It is a central task and one that can give great success to an organization and a great sense of achievement to an individual. Always remember that the customer seeks value from the benefits your products offer. A common mistake is to simply list features in sales literature. It’s not enough – you must tell your customers how you can help them!

At its simplest, a product consists of two key components:

• Tangible factors – factors that can be seen and/or touched such as its physical features.
• Intangible factors – the power and strength of the brand, quality of the materials, customer care etc. You can’t see or touch these factors but nevertheless ...