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Title: The Truth About What Customers Want

Author: Michael R. Solomon

Narrator: Tim Lundeen

Format: Unabridged

Length: 4 hrs and 37 mins

Language: English

Release date: 10-25-11

Publisher: Pearson

Ratings: 3 of 5 out of 2 votes

Genres: Business, Sales

Publisher's Summary:

Customers demystified! The truth and nothing but the truth! Simply the best thinking on how you can move customers to buy... buy more... and keep on buying! Includes:

This book reveals 50 bite-size, easy-to-use techniques for finding and keeping highly profitable customers.

Critic Reviews:

"Full of quick-read tips and easy to navigate, this book will be of invaluable help to companies looking to target new markets and for those looking to increase sales in their current markets." (Publishers Weekly)

Members Reviews:

Fascinating insights on shoppers' brains

I thought this would be a great book to read just before Black Friday, in the hope of toning down my spending by making me more aware of what was going on 'behind the scenes'. It turned out to not really be that kind of book, but it was very, very interesting, and a quick read. The book is broken out into 50 mini-chapters, each covering a 'rule' of marketing - with examples of what works and what doesn't. After each part of the explanation, there's a one-or-two-sentence summary (a sound bite) of what was just explained. I read this primarily for fun, but I'm sure it would be a good book for anyone in any type of marketing position as a 'refresher course'. This is a very easy read, written in an approachable, conversational tone (all jargon is defined, and minimal technical terms are used). There's enough 'meat' in here to make you stop and think about your own buying tendencies and enough info to make you step back a bit and think about why you do what you do.

Definitely recommended!

Note on Kindle formatting: No issues noted. Perfect, or nearly so.

For marketers and readers to understand consumer behavior in the 21st century

The premise of this book is that the most effective way for intrepid marketers to promote their products and services is to understand consumer behavior. This book covers 50 timely and innovative marketing techniques for marketers to understand how consumers see, feel, and think when searching for and selecting their preferred products and services.

To Professor Solomon, how and why consumers flaunt to select different products and services are predicted on how they perceive and interpret values to be associated with the products and services that can satisfy their needs and desires. The perception and interpretation of values are influenced by interpersonal and intrapersonal stimulus together with other environmental factors. In looking at consumer behavior, Professor Solomon blends elements of psychology, social psychology, anthropology, economics, and culture to debunk some of the pervasive myths about how consumers see, feel, and think their needs and desires to be satisfied. In a technology-driven world, customers tend to voice their opinions products and brands on blogs and social networking sites (truth 23 and 35). Some of the opinions can be enormously influential because the process of consumer choices is partly influenced by what others say and do (truth 31 and 34) and consumers like to follow others (truth 33) due to fear of deviance and group pressure. Many of the purchase decisions consumers make might not be rational (truth 25). In terms of culture, consumers in different parts of the world have homogeneous tastes but varying ethics (truth 44), convention, and customs in different countries result in heterogeneous product preference (truth 50).