Discuss how consumer miscomprehension can occur and what ...

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Discuss how consumer miscomprehension can occur and what marketing communicators can do to avoid it.

Question 2

The value proposition is an important marketing concept. Explain the concept and give an example of how an Internet business creates value for customers.

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Answer to Question 1

People sometimes misinterpret or miscomprehend messages so as to make them more consistent with their existing beliefs or expectations. Miscomprehension of marcom messages occurs primarily for three reasons: (1) messages are themselves sometimes misleading or unclear, (2) consumers' are biased by their own preconceptions and thus see what they choose to see, and (3) processing of advertisements often takes place under time pressures and noisy circumstances. Marketing communicators cannot assume that consumers interpret messages in the manner intended. It is for this reason that message testing (i.e., copy testing) is absolutely imperative before investing in media time and space. Repetition is also important to assure that most viewers/readers eventually understand the marketer's intended meaning.

Answer to Question 2

The value proposition describes the needs that drive customer purchases and the capabilities the business has that can be used to meet those needs.

The description of Amazon's many features is one good example of creating customer value. Restaurant.com continues to add functionalities and services that provide value and thereby attract visitors.