Foundation
The marketer knows the offer and will need to appeal to the priority audience by promising to solve a problem they have or satisfy a want or need
What is customer orientation
The priority audience must perceive benefits that equal or exceed the perceived costs they associate with performing the behavior.
What is exchange theory.
Only by research and understanding the specific needs, desires, and attitude of target adopters can the marketers build effective strategies.
What is marketing research.
A winning strategy requires an integrated approach, one utilizing all relevant intervention tools in the toolbox.
What are the 4Ps
Feedback is values and seen as "free advice"
What are measured and used for improvements.