17. Understanding the Customer Thought Process

The goal of marketing is to “get more people to buy more of your stuff, more often, for more money than they buy your competitor’s stuff.”

This phrase, describing the objectives for any marketer, comes from Sergio Zyman, the first chief marketing officer of The Coca-Cola Company. It sounds simple enough. In reality, doing all the activities in this short phrase requires disciplined strategy, focused operational detail, and a well-oiled organizational machine.

Most importantly, it requires a complete understanding of the needs of your customers so that you can “get more people to buy your stuff” over and over again. Often this is the hardest thing for an organization to do. It has to get inside the ...

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