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Marketing Finance: Vulcans & Earthlings Slide 1 Marketing Finance: Vulcans & Earthlings Slide 2 Marketing Finance: Vulcans & Earthlings Slide 3 Marketing Finance: Vulcans & Earthlings Slide 4 Marketing Finance: Vulcans & Earthlings Slide 5 Marketing Finance: Vulcans & Earthlings Slide 6 Marketing Finance: Vulcans & Earthlings Slide 7 Marketing Finance: Vulcans & Earthlings Slide 8 Marketing Finance: Vulcans & Earthlings Slide 9 Marketing Finance: Vulcans & Earthlings Slide 10 Marketing Finance: Vulcans & Earthlings Slide 11 Marketing Finance: Vulcans & Earthlings Slide 12 Marketing Finance: Vulcans & Earthlings Slide 13 Marketing Finance: Vulcans & Earthlings Slide 14 Marketing Finance: Vulcans & Earthlings Slide 15 Marketing Finance: Vulcans & Earthlings Slide 16
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Highlights the two views of the customer that predominate in business - the Vulcan view that customers are Rational Economic Maximizers (typically held by Finance and Operations executives) and the Earthling view that customers are Utility Maximizers (typically held by HR and Marketing executives). The presentation discusses how brands enable a company to appeal to the product functionality requirements of the Vulcan customer as well as the a broader set of requirements from the Earthling customer.
The presentation illustrates how the head and the heart are not at odds (Earthlings care about both dimensions) and that the role of Marketing is understand and deliver on all dimensions of customer need.

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Highlights the two views of the customer that predominate in business - the Vulcan view that customers are Rational Economic Maximizers (typically held by Finance and Operations executives) and the Earthling view that customers are Utility Maximizers (typically held by HR and Marketing executives). The presentation discusses how brands enable a company to appeal to the product functionality requirements of the Vulcan customer as well as the a broader set of requirements from the Earthling customer. The presentation illustrates how the head and the heart are not at odds (Earthlings care about both dimensions) and that the role of Marketing is understand and deliver on all dimensions of customer need.

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