June 2021
Intermediate to advanced
608 pages
35h 33m
English
Content preview from Marketing Management, 16th Edition
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Choosing a Frame of Reference
Consumers determine the value of an offering relative to a reference point used to assess its benefits and costs. An offering can be viewed as attractive in comparison to an inferior offering, but the same offering can be perceived as unattractive when compared to a superior offering. Therefore, a frame of reference can serve as a benchmark against which customers can evaluate the benefits of a company’s offering.
Given the fact that consumers naturally construct frames of reference to evaluate the available options, a skilled marketer can design these frames of reference in a way that highlights the value of the offering. Decisions about the frame of reference are closely linked to target market decisions. Deciding ...
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O’Reilly covers everything we've got, with content to help us build a world-class technology community, upgrade the capabilities and competencies of our teams, and improve overall team performance as well as their engagement.Julian F.
I wanted to learn C and C++, but it didn't click for me until I picked up an O'Reilly book. When I went on the O’Reilly platform, I was astonished to find all the books there, plus live events and sandboxes so you could play around with the technology.Addison B.
I’ve been on the O’Reilly platform for more than eight years. I use a couple of learning platforms, but I'm on O'Reilly more than anybody else. When you're there, you start learning. I'm never disappointed.Amir M.
I'm always learning. So when I got on to O'Reilly, I was like a kid in a candy store. There are playlists. There are answers. There's on-demand training. It's worth its weight in gold, in terms of what it allows me to do.