In this chapter, we’ll delve deeper into the marketing funnel. As you may recall from the earlier chapter, the marketing funnel describes the customer’s journey toward purchasing goods or services. It’s often called the “purchase funnel” because it describes how a customer:
• Finds information about a business
• Considers whether to use that business’s goods or services
• Purchases the goods and services
• Establishes a relationship with the company after the purchase of the goods or services
• Evaluates whether the customer feels good enough about the company to become its advocate and encourage other prospective customers to purchase from it
A surefire way of determining whether a customer has become an advocate ...
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