From the course: Marketing during a Crisis
Join today to access over 22,600 courses taught by industry experts or purchase this course individually.
Needs-gap optimization
- Right now you're facing a needs gap. Consumers have a new ideal of what they're looking for and if you don't measure up to that ideal, well then a gap exists. And if you don't fill that gap, someone else will. A troubling reality of marketing is that if you're knocked down you can't lay there assuming everyone else is knocked down too. It's during crises that opportunity seekers emerge with vengeance. Now Theodore Levitt, an economist and Harvard professor once said, "The view that an industry is a customer-satisfying process, "not a goods-producing process, "is vital for all business people to understand." And right now you need to be auditing your needs gap. This is how you satisfy your customer. And this gap can exist in a number of ways. It may be your product, the level of customer service, the way you're responding to crisis, the values of your brand, and so on. For example, we're witnessing unprecedented global…
Download courses and learn on the go
Watch courses on your mobile device without an internet connection. Download courses using your iOS or Android LinkedIn Learning app.