Produtos ou Serviços?
Autor: WILLIAN | Publicado: 2012-10-22T13:48:00-02:00




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 <![endif]-->



A percepção de valor dos clientes em relação às marcas ou
produtos de uma empresa deve ser diferenciada em relação à concorrência. Se uma
marca é vista pelo cliente como tão boa quanto a do concorrente, a empresa deve
oferecer motivos para que o cliente escolha a sua e não migre.



Pergunte-se:

&nbsp;



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Inicialmente você pensará nas respostas mais óbvias:
qualidade, preço, atendimento, variedade, comodidade e hábito.



Mas atualmente os serviços agregados aos produtos têm maior
valor percebido do que apenas o produto oferecido. Já não mais se compram
produtos na concepção física da palavra. Tudo o que os clientes compram são
serviços capazes de atender suas necessidades, que podem ser entregue por
pessoas, empresas ou produtos. Entendendo isso, as empresas podem decidir o
foco do seu negócio: orientar-se para os clientes, criando vínculos de
envolvimento, ou para os produtos.


Preço e qualidade não
são mais fatores únicos na decisão da compra, porque se todos oferecerem a
mesma qualidade pelo mesmo preço, o diferencial estará no relacionamento do
cliente com a empresa e em sua confiança nesse relacionamento. Os clientes
buscam um relacionamento a longo prazo onde suas necessidades individuais
possam ser atendidas hoje e no futuro.

&nbsp;



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