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The Bridge

In: Why Marketing to Women Doesn’t Work

Author

Listed:
  • Jenny Darroch

    (Peter F. Drucker and Masatoshi Ito Graduate School of Management)

Abstract

In Chapter 4, I introduced three concentric circles as a means of analyzing a product. I also explained how to ladder product features to first order and second order benefits. In Chapter 5, I applied a similar method to identify the tasks customers are trying to do (that is, the problems an organization’s customers are trying to solve and for which the organization’s product is a solution). I also discussed the functional and psychogenic benefits for customers of product purchases. It is now time to compare the customer and product ladders, and check for alignment between them.

Suggested Citation

  • Jenny Darroch, 2014. "The Bridge," Palgrave Macmillan Books, in: Why Marketing to Women Doesn’t Work, chapter 0, pages 111-130, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-35817-2_7
    DOI: 10.1057/9781137358172_7
    as

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