Zero Moment Of Truth Case Study

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Question 3. Explain the details in Zero-Moment-Of-Truth model.What do marketers learn from the model? What are the implications of this model important for marketers? Marketers have been using three Step Mental Model theory of marketing for a long time in order to reach a customer and make a sale. First step,stimulus where customer is stimulated via radio,television, magazines,newspaper and reached by marketer,then reflection and reply from customer comes. Second step occurs when customers evaluate value proposition by comparing what they will get from product and price, then make a decision to buy product,which is First-Moment-Of-Truth (FMOT). During this step of FMOT the physical environment, customer service and interaction, and even packaging influence to the next step. Lastly,experience Second - Moment - Of - Truth (SMOT),where customers take the product home and experience it,where they will find if they satisfied or dissatisfied with according to their …show more content…

It has no packaging,brand or styling. For instance, if take into account vacation searchers, for seekers it can be romance, privacy, rejuvenation, family trip , medical or health tourism. Actual product following this, in other words features, this is what must be presented to the consumer to use core product and tangible completed with packaging, brand and style, such as professional Canon photo-camera with specific quality,design and equipment. The final level, the augmented product is tangible actual product reflects services, benefits. In this level, product being provided to the consumer and customer interacts with other customers, gets after-purchase service, customer interaction with delivery system, just as in case of Canon camera 3 years technical support. In the same way, not only physical environment plays important role,namely atmosphere and cosiness in restaurant, also

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