ABSTRACT
This chapter explores how consumers and organizations move through the product purchase process; why is the definition of products so complex and, therefore, difficult to promote; how are product attributes analyzed; and what is the process of product development for the marketplace. The initial stages of a strategic marketing plan have been conducted resulting in a strategic goal supported by objectives and tactics also on more fundamental issues such as design. The first consideration is how the organization can encourage the consumer to move through the purchase process. The emotions that can be triggered by visuals and also recommendations include love, envy, and pride. Rather than spend time on doing research on other product alternatives, the consumer may purchase immediately. When selling a product to a business, it must be understood that as the buying process is different, a separate promotion strategy must be designed.
