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I agree mostly with Martin when he states, "Businesses sometimes miss providing customers with some of [these] intangibles, and lose sight of what they think they are selling versus what someone feels he or she is buying." I believe this to be a huge factor when buying a product or service, especially when it carried a lofty price tag. For example, buying a used car. Anyone can buy a used out of the newspaper or off of e-Bay. What drives consumers to purchase a used car from a dealership, nine times out of ten, is the warranty that goes along with the price of the car. Not only the warranty, but also the length of the warranty and the services provided could determine where someone will go and buy a used car. Consumers are also driven by the customer service a company can offer. If the customer needs to use their warranty and the customer service is lacking, most likely they will not purchase another car from that company again. They will also probably steer friends and family away from purchasing a car there as well, due to the lack of customer service. .
I am also in agreement with Martin, when he states, "The bottom line is that the five categories of peace of mind, futures, rights, ideas and dreams all come under the category of value they have a real value in the mind of a buyer." He could not have been more on target! With out those things, I wouldn't be interested in purchase a product. I would not buy a car with out a warranty, which gives peace of mind, God forbid if anything were to ever happen. I own a cell phone and pay to use a certain number of minutes per month. I also subscribe to phone insurance, which all fall under the category of futures. I covered my minutes used and pay incase anything were to happen to my phone in the future, preventing any more stress if anything were to happen. My family and I subscribe to cable television, which is a right we pay to through Comcast.