Elissa_Chp5

Consumers have more power than ever during their decision process. With price comparing apps and access to websites of every company selling similar or identical products immediately on their phone, consumers can make a fast, informed decision with little or no influence from marketers. As such, marketers have to be more creative when trying to influence consumer decisions. This article gives an example of a company that did so effectively. The company, Sungevity, made their goal to be one step ahead of the consumer at any given point during their decision process. It helps that their product is solar panels, which most consumers would need to be educated on before they can make an informed decision. It also helps that it is a more expensive product. I would argue that the strategy may not work for a lower priced, easily understood item, such as most common household products. https://hbr.org/2015/11/competing-on-customer-journeys