- Paperback: 224 pages
- Publisher: Financial Times/ Prentice Hall; 1 edition (16 Oct 2008)
- Language English
- ISBN-10: 0137142269
- ISBN-13: 978-0137142262
- Product Dimensions: 21.1 x 13.7 x 1.3 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 1,855,230 in Books (See Top 100 in Books)
- See Complete Table of Contents
The Truth About What Customers Want
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More About the Author
Product Description
Product Description
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 thinking
THE 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 ix
Truth 1 Your customers want a relationship, not a one-night stand 1
Truth 2 Design it, and they will come 5
Truth 3 Sensory marketing–smells like profits 9
Truth 4 Pardon me, is that a breast in your Coke? 13
Truth 5 One man’s goose… 17
Truth 6 Throw ‘em a bone, and they’ll no longer roam 21
Truth 7 Stay in their minds–if you can 25
Truth 8 These are the good old days 29
Truth 9 Why ask why? Understand consumers’ motives to meet their needs 33
Truth 10 He who dies with the most toys wins 37
Truth 11 Your customers are looking for greener pastures 41
Truth 12 “Because I’m worth it” 45
Truth 13 Love me, love my avatar 49
Truth 14 You really are what you wear 53
Truth 15 Real men don’t eat quiche (but they do moisturize) 57
Truth 16 Girls just want to have fun 61
Truth 17 Queer eye for the spending guy 65
Truth 18 Yesterday’s chubby is today’s voluptuous 69
Truth 19 Men want to sleep with their cars 73
Truth 20 Your PC is trying to kill you 77
Truth 21 Birds of a feather buy together 81
Truth 22 Sell wine spritzers to squash players 85
Truth 23 They think your product sucks–but that’s not a bad thing 89
Truth 24 When to sell the steak, when to sell the sizzle 93
Truth 25 People are dumber than robots (lazier, too) 97
Truth 26 Your customers have your brand on the brain 101
Truth 27 Let their mouseclicks do the walking 105
Truth 28 Nothing shouts quality like leather from Poland 111
Truth 29 Consider investing in a drive-thru mortuary 115
Truth 30 Go to the Gemba 119
Truth 31 Your customers want to be like Mike (or someone like him) 123
Truth 32 Go tribal 127
Truth 33 People like to do their own thing–so long as it’s everyone else’s thing too 131
Truth 34 Catch a buzz 135
Truth 35 Go with the flow–get shopmobbed today 139
Truth 36 Find the market maven, and the rest is gravy 143
Truth 37 Hundreds of housewives can predict your company’s future 147
Truth 38 Know who wears the pants in the family 149
Truth 39 Youth is wasted on the young 153
Truth 40 Make millions on Millennials 157
Truth 41 Grownups don’t grow up anymore 161
Truth 42 Dollar stores make good cents 165
Truth 43 The rich are different 169
Truth 44 Out with the ketchup, in with the salsa 173
Truth 45 Look for fly-fishing born-again environmentalist jazz-loving Harry Potter freaks 177
Truth 46 Ronald McDonald is related to Luke Skywalker 181
Truth 47 Sign a caveman to endorse your product 185
Truth 48 Make your brand a fortress brand–and make mine a Guinness 189
Truth 49 Turn a (pet) rock into gold 193
Truth 50 Think globally, act locally 197
References 201
About the Author 209
From the Back Cover
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 thinking
THE 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 ix
Truth 1 Your customers want a relationship, not a one-night stand 1
Truth 2 Design it, and they will come 5
Truth 3 Sensory marketing–smells like profits 9
Truth 4 Pardon me, is that a breast in your Coke? 13
Truth 5 One man’s goose… 17
Truth 6 Throw ‘em a bone, and they’ll no longer roam 21
Truth 7 Stay in their minds–if you can 25
Truth 8 These are the good old days 29
Truth 9 Why ask why? Understand consumers’ motives to meet their needs 33
Truth 10 He who dies with the most toys wins 37
Truth 11 Your customers are looking for greener pastures 41
Truth 12 “Because I’m worth it” 45
Truth 13 Love me, love my avatar 49
Truth 14 You really are what you wear 53
Truth 15 Real men don’t eat quiche (but they do moisturize) 57
Truth 16 Girls just want to have fun 61
Truth 17 Queer eye for the spending guy 65
Truth 18 Yesterday’s chubby is today’s voluptuous 69
Truth 19 Men want to sleep with their cars 73
Truth 20 Your PC is trying to kill you 77
Truth 21 Birds of a feather buy together 81
Truth 22 Sell wine spritzers to squash players 85
Truth 23 They think your product sucks–but that’s not a bad thing 89
Truth 24 When to sell the steak, when to sell the sizzle 93
Truth 25 People are dumber than robots (lazier, too) 97
Truth 26 Your customers have your brand on the brain 101
Truth 27 Let their mouseclicks do the walking 105
Truth 28 Nothing shouts quality like leather from Poland 111
Truth 29 Consider investing in a drive-thru mortuary 115
Truth 30 Go to the Gemba 119
Truth 31 Your customers want to be like Mike (or someone like him) 123
Truth 32 Go tribal 127
Truth 33 People like to do their own thing–so long as it’s everyone else’s thing too 131
Truth 34 Catch a buzz 135
Truth 35 Go with the flow–get shopmobbed today 139
Truth 36 Find the market maven, and the rest is gravy 143
Truth 37 Hundreds of housewives can predict your company’s future 147
Truth 38 Know who wears the pants in the family 149
Truth 39 Youth is wasted on the young 153
Truth 40 Make millions on Millennials 157
Truth 41 Grownups don’t grow up anymore 161
Truth 42 Dollar stores make good cents 165
Truth 43 The rich are different 169
Truth 44 Out with the ketchup, in with the salsa 173
Truth 45 Look for fly-fishing born-again environmentalist jazz-loving Harry Potter freaks 177
Truth 46 Ronald McDonald is related to Luke Skywalker 181
Truth 47 Sign a caveman to endorse your product 185
Truth 48 Make your brand a fortress brand–and make mine a Guinness 189
Truth 49 Turn a (pet) rock into gold 193
Truth 50 Think globally, act locally 197
References 201
About the Author 209
Inside This Book
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Customer Reviews
Most Helpful Customer Reviews
Format:Paperback
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.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
3 reviews
14 of 15 people found the following review helpful
Fascinating insights on shoppers' brains
24 Nov 2010
Format:Kindle Edition|Amazon Verified Purchase
I thought this would be a great book to read just before Black Friday, in the hope of toning down my spending by making me more aware of what was going on 'behind the scenes'. It turned out to not really be that kind of book, but it was very, very interesting, and a quick read. The book is broken out into 50 mini-chapters, each covering a 'rule' of marketing - with examples of what works and what doesn't. After each part of the explanation, there's a one-or-two-sentence summary (a sound bite) of what was just explained. I read this primarily for fun, but I'm sure it would be a good book for anyone in any type of marketing position as a 'refresher course'. This is a very easy read, written in an approachable, conversational tone (all jargon is defined, and minimal technical terms are used). There's enough 'meat' in here to make you stop and think about your own buying tendencies and enough info to make you step back a bit and think about why you do what you do.
Definitely recommended!
Note on Kindle formatting: No issues noted. Perfect, or nearly so.
Definitely recommended!
Note on Kindle formatting: No issues noted. Perfect, or nearly so.
10 of 12 people found the following review helpful
Fifty snappy insights on customer decision making
2 Aug 2010
Format:Paperback
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.
7 of 8 people found the following review helpful
For marketers and readers to understand consumer behavior in the 21st century
4 May 2009
Format:Paperback
The premise of this book is that the most effective way for intrepid marketers to promote their products and services is to understand consumer behavior. This book covers 50 timely and innovative marketing techniques for marketers to understand how consumers see, feel, and think when searching for and selecting their preferred products and services.
To Professor Solomon, how and why consumers flaunt to select different products and services are predicted on how they perceive and interpret values to be associated with the products and services that can satisfy their needs and desires. The perception and interpretation of values are influenced by interpersonal and intrapersonal stimulus together with other environmental factors. In looking at consumer behavior, Professor Solomon blends elements of psychology, social psychology, anthropology, economics, and culture to debunk some of the pervasive myths about how consumers see, feel, and think their needs and desires to be satisfied. In a technology-driven world, customers tend to voice their opinions products and brands on blogs and social networking sites (truth 23 and 35). Some of the opinions can be enormously influential because the process of consumer choices is partly influenced by what others say and do (truth 31 and 34) and consumers like to follow others (truth 33) due to fear of deviance and group pressure. Many of the purchase decisions consumers make might not be rational (truth 25). In terms of culture, consumers in different parts of the world have homogeneous tastes but varying ethics (truth 44), convention, and customs in different countries result in heterogeneous product preference (truth 50). Some of the contemporary consumer activities are very ritualistic (truth 48) and they resist product innovation. Novice consumers tend to rely on country-of-origin information to infer specific product attributes (truth 28). In terms of market segmentation, the rich are different in their motivation to consume. Nouveau riches flaunt their wealth to buy luxury products to provide visible evidence of their ability to afford luxury goods (truth 43) whereas old-money families identify products and services with their lifestyles or aesthetic preferences. Low-income families can be very profitable to marketers because consumers spend staples such as such as milk and tea at the same rate as average-income families (truth 42).
This book covers different successful and failure marketing cases and Professor Solomon bases on sound consumer research to provide marketers with grounding evidence on how to succeed in this dizzy market environment. For instance, truth 30 introduces Dell's Idea Storm and Host Foods' Gemba techniques to figure out how consumers experience products and services in order to lower level of customer dissatisfaction. Truth 1 analyses why Apple can be more successful than Sony in the digital music player market and how solid marketer-consumer relationships can trump technical prowess. This book is a must-have tool for marketers and readers who wants to understand consumer behavior in the 21st century.
To Professor Solomon, how and why consumers flaunt to select different products and services are predicted on how they perceive and interpret values to be associated with the products and services that can satisfy their needs and desires. The perception and interpretation of values are influenced by interpersonal and intrapersonal stimulus together with other environmental factors. In looking at consumer behavior, Professor Solomon blends elements of psychology, social psychology, anthropology, economics, and culture to debunk some of the pervasive myths about how consumers see, feel, and think their needs and desires to be satisfied. In a technology-driven world, customers tend to voice their opinions products and brands on blogs and social networking sites (truth 23 and 35). Some of the opinions can be enormously influential because the process of consumer choices is partly influenced by what others say and do (truth 31 and 34) and consumers like to follow others (truth 33) due to fear of deviance and group pressure. Many of the purchase decisions consumers make might not be rational (truth 25). In terms of culture, consumers in different parts of the world have homogeneous tastes but varying ethics (truth 44), convention, and customs in different countries result in heterogeneous product preference (truth 50). Some of the contemporary consumer activities are very ritualistic (truth 48) and they resist product innovation. Novice consumers tend to rely on country-of-origin information to infer specific product attributes (truth 28). In terms of market segmentation, the rich are different in their motivation to consume. Nouveau riches flaunt their wealth to buy luxury products to provide visible evidence of their ability to afford luxury goods (truth 43) whereas old-money families identify products and services with their lifestyles or aesthetic preferences. Low-income families can be very profitable to marketers because consumers spend staples such as such as milk and tea at the same rate as average-income families (truth 42).
This book covers different successful and failure marketing cases and Professor Solomon bases on sound consumer research to provide marketers with grounding evidence on how to succeed in this dizzy market environment. For instance, truth 30 introduces Dell's Idea Storm and Host Foods' Gemba techniques to figure out how consumers experience products and services in order to lower level of customer dissatisfaction. Truth 1 analyses why Apple can be more successful than Sony in the digital music player market and how solid marketer-consumer relationships can trump technical prowess. This book is a must-have tool for marketers and readers who wants to understand consumer behavior in the 21st century.
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