The Truth About What Customers Want by Solomon Michael R. (2008-10-26) Paperback

by Michael R. Solomon

Customers demystified! How you can move them to buy...buy more...and keep on buying! The truth about what customers really want, think, and feel The truth about keeping current customers happy—and loyal The truth about the newest trends and advances in consumer behavior Simply the best thinkingTHE TRUTH AND NOTHING BUT THE TRUTH This book reveals 50 bite-size, easy-to-use techniques for finding and keeping highly profitable customers “Michael Solomon’s The Truth About What Customers Want contains great insights into consumer behavior and is a must-have tool for anyone working in a consumer-driven field. His 50 truths take the guesswork out of marketing intelligence and give insight into navigating today’s technology-driven world.”Tim Dunphy, Senior Marketing Manager, Consumer Insights, Black & Decker Introduction ixTruth 1 Your customers want a relationship, not a one-night stand 1Truth 2 Design it, and they will come 5Truth 3 Sensory marketing–smells like profits 9Truth 4 Pardon me, is that a breast in your Coke? 13Truth 5 One man’s goose… 17Truth 6 Throw ‘em a bone, and they’ll no longer roam 21Truth 7 Stay in their minds–if you can 25Truth 8 These are the good old days 29Truth 9 Why ask why? Understand consumers’ motives to meet their needs 33Truth 10 He who dies with the most toys wins 37Truth 11 Your customers are looking for greener pastures 41Truth 12 “Because I’m worth it” 45Truth 13 Love me, love my avatar 49Truth 14 You really are what you wear 53Truth 15 Real men don’t eat quiche (but they do moisturize) 57Truth 16 Girls just want to have fun 61Truth 17 Queer eye for the spending guy 65Truth 18 Yesterday’s chubby is today’s voluptuous 69Truth 19 Men want to sleep with their cars 73Truth 20 Your PC is trying to kill you 77Truth 21 Birds of a feather buy together 81Truth 22 Sell wine spritzers to squash players 85Truth 23 They think your product sucks–but that’s not a bad thing 89Truth 24 When to sell the steak, when to sell the sizzle 93Truth 25 People are dumber than robots (lazier, too) 97Truth 26 Your customers have your brand on the brain 101Truth 27 Let their mouseclicks do the walking 105Truth 28 Nothing shouts quality like leather from Poland 111Truth 29 Consider investing in a drive-thru mortuary 115Truth 30 Go to the Gemba 119Truth 31 Your customers want to be like Mike (or someone like him) 123Truth 32 Go tribal 127

Genres: Business, Nonfiction

Unknown Binding

First published October 8, 2008

Reviews

[Madhusudan Somani · Rating 5 out of 5]

A fairly good book. Easy to read and understand. And one of those books which enlighten the marketer inside you with saveral real world examples.

[Suresh Vijendran · Rating 3 out of 5]

Full of examples of how some companies succeeded in their strategy.

[E · Rating 5 out of 5]

Fifty snappy insights on customer decision making

If you kept this by your desk and read a short essay every week, it would last you a year (given a quick vacation) and you’d be able to absorb each of consumer behavior lecturer Michael Solomon’s 50 “truths” at a steady, thoughtful pace. Each well-researched insight is designed to stand alone, as opposed to fitting into an overall, conceptual presentation or some governing framework. Still, the temptation is to read them all at once, given the intriguing stories Solomon tells along the way. Despite offering his material in short, disconnected chapters, he shares a lot of solid content and expands on some of his juicier subjects by packing in telling, detailed stories, case histories and information. getAbstract finds that this collection of ideas, notes, facts and findings includes some arresting insights, and recommends it for quick hits of marketing inspiration, either spread over time or happily taken in over a weekend.

To learn more about this book, check out the following link: http://www.getabstract.com/summary/11...

[Chris · Rating 4 out of 5]

This great little book is packed full of useful insights on how to attract customers and understand the kind of habits they have in relation to your product or service. If you are someone who doesn't enjoy reading large marketing books and just wants the end results of research studies then this is the perfect book for you. Here you will find 50 tips on how to find out what your customers want from you.

I have always enjoyed reading these series of books because each tip consists of just one or two pages so it makes it easier to read and understand. They have taken all the hard work out of marketing research and put it nicely into bullet points for me to follow.

So the next time your looking to improve your business, check out this little book, it might get you more customers down the road.

[Jocelyn · Rating 2 out of 5]

Fifty chapters of two-to-three pages of marketing tidbits on what consumers base their purchase on.

The most interesting factoid: According to tradition, the proper "pulling" for Guinness is exactly 119.5 seconds. When Guinness introduced FastPour, an ultrasound technology that the pull faster so the bar tender could server more people, people protested. You don't mess with consumer's rituals.

[Ann · Rating 2 out of 5]

I'm interested in consumer psychology (because I'm one of those impressionable sheep that buy everything I'm told to) and thought this would be a good intro to the field. I was wrong! This reads more like a research report than anything else. However, there were a lot of examples and many times where I said, "Hey - they have me totally figured out!".

[Stephanie · Rating 3 out of 5]

" 1.) Your customers want a relationship, not a one-night stand. (i.e., Apple ipod vs. Sony Walkman)
2.) Design it & they will come (i.e., Method cleaning products vs. the boring typicals)
3.) Sensory marketing - smells like profits
4.) Subliminal perception - no proof that has effect on consumer behavior"

[Princessjay · Rating 3 out of 5]

Free e-book from amazon.com. Quick and pithy over-view of marketing. Nothing in depth, but some gems here, and good for a quick flip. Recommended.

[銘源 彭]

for assignment