How to Create Something Your Consumers Value

The job of marketers is to convince consumers to buy a product. Consumers make their decision on whether or not to buy a product by comparing its price against its value to them. To be successful, marketers must simply tilt the equation in their favor—they must convince consumers that the product is more valuable than what it costs. 

For many years, marketers have focused on the “price” side of this equation. Economists and businesses have consistently turned to cutting costs and prices as the primary method for driving sales.

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