must find the values that buyers provide for
different competitive offerings. However, it
is often difficult to gauge the customer
value that will be associated with the
product. For example, calculating the cost
of spices in a dish at a luxury restaurant is
relatively easy. But attributing values to
other satisfactions such as taste, atmosphere,
relaxation, conversation, and
status/prestige is very difficult. However,
consumers will use these values for
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