Group 1 - The core idea emphasizes that the perception of a product's quality is determined by consumers rather than the company itself [1] - Marketing's fundamental goal is to encourage consumer purchases, which requires establishing a consensus with consumers [2] - The process of forming consensus is broken down into four stages: brand signal launch, consensus formation, purchase, and post-purchase resonance leading to word-of-mouth [2][4] Group 2 - To establish consensus, companies must focus on consumer perspectives rather than their own, considering what products and marketing strategies resonate with consumers [2][4] - The value proposition has four dimensions: physical value, emotional value, spiritual value, and asset value, which are critical for strategic clarity [4] - Effective communication and minimizing signal loss during the marketing process are essential for successful consumer engagement [5]