Understanding Emotional Intelligence by Frances Kay

Author:Frances Kay
Language: eng
Format: epub
Publisher: Kogan Page

Value propositions and their importance in satisfying customers

A not uncommon failing perpetrated by marketers who are not fully in touch with the emotional agenda of potential customers, is to focus on products and services much more than they do on the emotional context of a transaction. The expression ‘value proposition’ is often just seen as describing features and benefits, but in reality encapsulates a range of emotions and motivations. The logic of this is explained using the diagram in Figure 8.1.

FIGURE 8.1 The emotional framework of a purchase decision

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