2. Customers buy benefits, not products. The benefits a customer receives from a firms offering, less the
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2. Customers buy benefits, not products. The benefits a customer receives from a firm’s offering, less the costs he or she must bear to receive those benefits, determine the offering’s value to that customer.
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Related Book For 
Marketing Management A Strategic Decision Making Approach
ISBN: 9780073381169
7th Edition
Authors: John Mullins, Orville Walker, Harper Boyd, Jr.
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