CHAPTER | TWENTY-EIGHT
There Are No Irrational Customers, Only Irrational Marketers
Value is a strong influence on what customers purchase. When you have what the customers value, they buy from you. Price is one, and only one, measurement of value.1 Yet some marketers wonder why customers would ever buy a more expensive product when a cheaper one of equal or sometimes even greater quality is available. These marketers say that such customers are “irrational.” But Peter Drucker maintained that irrational customers don't exist. However, he thought that the stubborn belief that customers who don't buy when the marketer thinks they should may itself be irrational. So maybe this means that a marketer who believes this may be a little irrational. ...
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