The foundation of a successful marketing strategy is an understanding of what product/service should be offered, how it should be presented, and to whom. Determining these three things is the essence of the marketing function. Purchase Logic is marketing's primary tool for coming up with the answers.
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Customers and prospects will not tell you what their Purchase Logic is. In some measure this is because they do not know themselves. However, they also cannot be expected to take the time required to try. They are busy with their own businesses and lack the incentive to worry at length about how you could serve them better than your competitors. The lion's share of the work therefore rests on your shoulders.
Read MoreSegmentation is a way to understand your market. Segmentation divides a market into distinct groups of customers that want a product or service and explains why they want it. A segment is a group of customers who exhibit the same buying behavior and seek the same benefits from a product or service. We refer to these shared characteristics as "purchase logic."
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