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A consumer can recognize problems as either an opportunity or a need. How should promotions differ ...

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A consumer can recognize problems as either an opportunity or a need. How should promotions differ ...

A consumer can recognize problems as either an opportunity or a need. How should promotions differ between those emphasizing opportunities and those emphasizing needs?

▸ Promotions emphasizing needs should increase the ideal state, while opportunity promotions should attempt to decrease the ideal state.

▸ Promotions emphasizing opportunities should attempt to increase the ideal state, while promotions emphasizing needs should give locations where the products can be purchased.

▸ Promotions emphasizing needs should decrease the ideal state, while promotions emphasizing opportunities should provide buying locations.

▸ Promotions emphasizing needs should attempt to increase a consumer's ideal state, while promotions emphasizing opportunities should simply give locations where the products can be found for purchase.

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Consumer Behavior: Buying, Having, and Being

Edition: 12^th

Author: Solomon

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