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42 Managing Customers Through Economic Cycles
1. How consumers satisfy their low and high-order needs.
2. How consumers rationalize their needs versus their per-

ceived value tradeoff.
3. The economic cycle context and its relevant impact.

Low and high-order consumer needs

Very simply, consumers want the best product for them, at
the best price, and during the sales and marketing (and
service) process, they want to feel like they were known,
important, respected, and trusted.
Rational Low-order Consumer + Intuitive, High-order Being

Consumers are always two-sided or hybrid “consumption”
machines (Figure 3.1). They are:
1. Rational, low-order robot consumers
2. Intuitive, high-order human beings.

Figure 3.1