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Description
"The Math Mistake – Why Americans refused to buy a bigger burger" analyzes a legendary marketing failure. In the 1980s, A&W launched a "Third Pounder" burger to compete with McDonald's "Quarter Pounder." It was bigger, tasted better in blind tests, and cost the same. It should have been a hit. Instead, it flopped.
Business writer Michael Stone reveals the findings of the post-mortem focus groups: The customers felt cheated. They refused to buy a 1/3 pound burger because they believed that 3 is smaller than 4, so they thought they were getting less meat than a 1/4 pounder.
"The Math Mistake" is a case study in knowing your audience. It illustrates that in business, perception is reality, and if your customers are bad at fractions, you cannot win with logic.
Business writer Michael Stone reveals the findings of the post-mortem focus groups: The customers felt cheated. They refused to buy a 1/3 pound burger because they believed that 3 is smaller than 4, so they thought they were getting less meat than a 1/4 pounder.
"The Math Mistake" is a case study in knowing your audience. It illustrates that in business, perception is reality, and if your customers are bad at fractions, you cannot win with logic.
Spécifications
Parties prenantes
- Auteur(s) :
- Editeur:
Contenu
- Nombre de pages :
- 139
- Langue:
- Anglais
Caractéristiques
- EAN:
- 9783565227174
- Date de parution :
- 06-02-26
- Format:
- Ebook
- Protection digitale:
- /
- Format numérique:
- ePub
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