When communicating
with segments that rely on M, a company
can use advertising to build top-of-mind
awareness, persuade customers, and position its offerings—but those strategies
probably won't work for segments that
rely on 0. Marketers should also bear in
mind that the degree to which a particular
customer relies on 0 might vary with situational factors. For example, some of the
people who take full advantage of 0 while
shopping for electronics online may come
under M's influence on Black Friday, when
ads touting deep one-day-only discounts
abound. With not much time to decide or
to consult reviews, they may pick up products impulsively, in the belief that "if it's on sale on Black Friday, it must be a good deal
When communicating
with segments that rely on M, a company
can use advertising to build top-of-mind
awareness, persuade customers, and position its offerings—but those strategies
probably won't work for segments that
rely on 0. Marketers should also bear in
mind that the degree to which a particular
customer relies on 0 might vary with situational factors. For example, some of the
people who take full advantage of 0 while
shopping for electronics online may come
under M's influence on Black Friday, when
ads touting deep one-day-only discounts
abound. With not much time to decide or
to consult reviews, they may pick up products impulsively, in the belief that "if it's on sale on Black Friday, it must be a good deal
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