Why is an organisation in business?
Primarily to deliver benefits to the user. These benefits may be tangible or intangible and the more important are the intangible ones, which account for more than 60% of the reason to buy.
The tangible benefit is one which provides a measurable result, such as an increase in turnover, or technical excellence [usually the province of engineers]
The intangible benefit causes the customer to buy for emotional reasons or because the company or product 'feels' right.
People buy based on the intangible benefit and justify the purchase or decision by the intangible one.
Please see Download Benefits.pdf
Posted by Steve Mullins 2006
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