Simplicity Marketing by Steven M. Cristol

Author:Steven M. Cristol
Language: eng
Format: epub
Publisher: The Free Press
Published: 2000-07-15T00:00:00+00:00

■ Summary

Stress-relieving strategies covered in this chapter are summarized in Figure 5.1, showing that the second R of Simplicity Marketing— Repackage —can be executed as either of two substrategies: Aggregation or Integration. For each substrategy, this chart recaps the key building blocks on which Simplicity Marketing effectiveness can be built. We identified in this chapter examples of Repackaging in action, and then provided checklists for each substrategy to help you gauge your product’s/brand’s potential to reduce customer stress through Aggregation or Integration. We looked at the risks of Repackaging and pitfalls to avoid in reaping its rewards. Finally, we looked in depth at how Integrion Financial Network leveraged the second R by integrating complexity into a value-added one-stop solution for online banking services.

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