J.C. Larreche no seu livro “The Momentum Effect” expõe por que é que as empresas devem pensar em clientes-alvo, por que é que as empresas não devem tratar os clientes como A miudagem e proceder como os profilers do FBI.
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“… a product does not really drive a company’s success. It is the product’s customer value that does. Products and services are only temporary vehicles to carry value from a firm to its customers. The only reason customers buy products and services is to obtain value.
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It’s important to note that a product that some customers see as providing strong value will leave others indifferent – some may even perceive it as offering negative value.
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Conclusion – a product or service has no intrinsic value, its value is only in the perception of customers.
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… the question of whether an offer presents compelling value or not depends solely on the customer’s perception of it at any given point in time.
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It is crucial not only to ensuring the proper design and execution of products, but also to targeting specific customers who perceive the highest value of the offering.
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Moment-deficient firms believe that value is singular and absolute, when in fact different customers make different evaluations of the same product.
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Same product – different perceptions of value. Truth is not unique.”
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Estas mesmas razões devem ser consideradas quando escutamos os políticos avançarem com explicações racionais e baseadas na capacidade produtiva das empresas e no seu know-how para justificarem a salvação de empresas.
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