Many electric items still use electricity when plugged in, even when they are supposedly “off.” An engineer developed a wall plug that reduced the amount of electricity used and attempted to market the product himself but was not successful. He hired GPS Marketers to help. GPS found that the previous marketing focused on the product function and the science behind the device. GPS’s new marketing strategy focused on how customers save money on electricity, and sales increased dramatically. Why did the change in focus work so well?

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The shift in marketing focus from the technical aspects of the product to the costsaving benefits re... View the full answer