What is the soup of the day?
Waarom zou de dierenarts zich iets aantrekken van de consument?
De tijden dat de dierenarts een praktijk kon beginnen met enkel het ophangen van een bordje 'Dierenartspraktijk' en de eerste klanten een rij begonnen te vormen, ligt al ver achter ons. Toenemende concurrentie, een consument die zijn weg op internet heeft gevonden en bewuste keuzes maakt, hebben ervoor gezorgd dat de dierenarts zich intensiever moet verdiepen in het gedrag van de consument. Maar doen zij dit ook?....
Niet volgens de Britse marketing veteraan Begin 2010 verschijnt een nieuw boek van zijn hand waarin het gedrag van de consument in relatie tot de gezelschapsdierenartspraktijk centraal staat.
Why should anyone care about consumer behaviour?
We've come a very long way from the days when people bought their apples within their village because neither they nor the apples travelled well.
Nowadays, the vast majority of goods and services are designed to meet the requirements of a wide, discerning public which is only too aware of the benefits to be gained from fierce competition and from an ever expanding choice.
Indeed, the whole process of selecting, researching and purchasing goods and services has become an art form for many people and they may spend several hours in anticipating the purchase and then the consumption of something they may want or need and, as this process becomes more considered and more meaningful to the end users, they change seamlessly from being customers into being consumers possibly YOUR consumer.
Understanding consumer's behaviour, their beliefs, their attitudes and the reasoning behind their desire for branded goods and for your services should become an essential part of the marketing process in your business. Moreover, understanding how people think provides a fascinating insight into the areas of personality and self which dominate so much of our waking lives.
Written with the veterinary practitioner in mind, this book is designed to help readers understand the complex processes involved when pet owners do, or don't, follow the veterinarian's recommendations and gives a practical insight into how and why the consumer s decision to purchase is made.
'What's the soup of the day? A short guide to understanding consumer behaviour - in veterinary practices' telt 224 pagina's en wordt uitgegeven door Roman House Publishers Ltd.
In 2010 zal RHP College een aantal workshops organiseren waarin 'consumenten gedrag en dierenarts' centraal staan.
'What's the soup of the day? A short guide to understanding consumer behaviour - in veterinary practices' in gebonden versie, kost 89 euro en is binnenkort via deze pagina te bestellen.
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Volgende pagina: Van je dier moet je het maar hebben!
Vorige pagina: Elsevier Veterinary Medicine