Frederick Herzberg developed a two-factor theory that distinguishes dissatisfiers and satisfiers. How does Herzberg's theory affect sellers' marketing strategy?
What will be an ideal response?
Herzberg's theory has two implications. First, sellers should do their best to avoid dissatisfiers (for example, a poor training manual or a poor service policy). Although these things will not sell a product, they might easily unsell it. Second, the seller should identify the major satisfiers or motivators of purchase in the market and then supply them. These satisfiers will make the major difference as to which brand the customer buys.
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Which of the following is NOT a consumer touch point?
A) store layouts B) package designs C) product functions D) shipping and logistics E) All of these are touch points.
Which guideline for deciding on the number of MDS dimensions suggests plotting stress versus dimensionality?
A) a priori knowledge B) interpretability of the spatial map C) ease of use D) elbow criterion