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MKT.5:3 - Forces
| Tension | Required distinction |
|---|
| The provider needs a coherent direction; customers differ. | A concept for a stated situation, with relevant variation, rather than a universal desired feeling. |
| Memorable experiences can attract attention; ordinary use may need little attention. | Appropriate intensity and effort rather than constant stimulation. |
| Several organisations shape an encounter. | Conditions this provider can change, conditions it can coordinate and conditions outside its influence. |
| A local improvement can move effort elsewhere. | The consequence for the customer’s activity and the other contributors. |
| Positive feelings, useful outcomes and satisfaction can accompany each other. | Separate questions and observations for each claim. |