Moment of Truth

1. The point in time at which a buyer decides whether or not to purchase a firm's product.

The moment of truth is the point at which all the elements of a marketing campaign must come together to seal a deal with the consumer. The phrase comes from the idea that, at this point, the marketer discovers whether his or her assumptions about the marketing plan are true. Have all four Ps been properly aligned with the buyer?

The product must be available at the place or channel the consumer wants to buy and must meet the consumer's needs. Promotional content must have created a level of brand awareness appropriate for the product's involvement. The product must be priced appropriately, both absolutely and compared to competitors.

If all are correctly aligned and the buyer makes the purchase, then the marketer is said to have won the moment of truth.
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