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Editor's Notes

• #4: Telefon cesidi, Arac, Evler – Residence, Site
• #5: 1.Tüketici gruplar halinde degil. 2. Nadir 3. Az bulunur
• #17: Müşterinin Rasyonel ve Duygusal tepkilerinin tümü
• #20: %51 iyi deneyimden dolayı devam ediyor. %60’ı da iyi deneyimini tavsiye ediyor
• #26: From a B2B vantage point, this is critical for the "customer" or the "buyer" is often times the company.  And, rarely is the buyer just ultimately one person.  In the true sense of the word, it is a company of people.  In fact, a recent study by Sirius Decisions showed that the average lengths of sales cycles have increased by 22% and that they involved 3.6 or more decision-makers to close a deal.  Note that is 3.6 or more decision-makers involved in closing a sale!  I would call that a company of decision-makers!
• #30: In the 1930's some studies were held at the Western Electric production facility outside Chicago in a place called Hawthorne. The intent of the study was simple enough: invite a handful of employees to participate in various working condition tests to determine which conditions were most conducive to increased production. Those conditions that "tested" best were then to be rolled out to the general production floor. One of things they tested was brighter lights. Production went up. Then they tested dimmer lights. Production went up. In fact, no matter what they tested, production went up! Dr. Paul Marsden, from the London School of Economics, brought my attention to the study and the results which have come to be known as the "Hawthorne Effect." He explains it like this in the preview chapter of his book Connected Marketing: By singling out a small group of employees to participate in an exclusive trial, participants felt valued, special and important. The special attention they received gratified their ego and created a positive emotional bond with what they were trialing. The practical upshot was that the research trials effectively transformed the research participants into advocates for whatever it was they were trialing. What does the Hawthorne Effect have to do with growing your business? Creating advocates, or promoters, or evangelists is the first step to harnessing the power of word-of-mouth marketing. The researchers at Hawthorne created advocates by singling out a small, exclusive group, giving them special attention, and asking for their opinion. It is possible to do the same with your product or service.
• #34: Geoffrey A. Moore, Crossing the Chasm isimli kitabı. Teknoloji penetrasyonu için öngörülen eğri Pragmatikler için, butun segmentte az bir penetrasyon, WOOM’u çalıştırmayacak ve karlılk azalması ve iletişim maliyet artmasında sebep olacak. Pragmatikler Pazar liderinden satın almayı isterler. Ancak bu hendek gecilirken Pazar lideri degilsin.
• #36: Cliff başta heyecanlı ancak sonu hüzün.Cul de sac, sıkıcı