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n 3. 3. 2. The risk and the decision to purchase or to investSeveral factors have to be taken into consideration before a decision topurchase (Zinn, 2020), (Zang and Yu, 2020). Here are some key considerationsrelated to the risk and the decision process when someone decides to buy aproduct.The needs of the solution offered by the product: the customer (professionalor final customer) will assess whether the product fulfils their needs and issuitable for their specific requirements. The criteria to evaluate this level of needcan be the extent that this new solution will answer their actual problem.At the same time, different criteria will complete this moment of decision asthe quality which is perceived from the product, the price of the product, thereliability of the solution, as well as other criteria such as the sustainability, returnpolicies, warranties, safety considerations (to be sure that the product adheresto relevant safety standards and regulations), compatibility with other devicesor systems, and the reactions of other people and family.Buying a product that doesn%u2019t meet the customer%u2019s needs can result in wastedmoney and dissatisfactionTo avoid dissatisfaction, customers conduct thorough market research tocompare similar products from different brands. They compare features, prices,customer reviews, and reputation to make an informed decision. This helps toreduce the risk of buying an overpriced or inferior product.The product/service has to communicate by itself to the purchasers and thedesign of its presentation is important. In a company, the marketing service willwork on this offer to the customers who will be in contact with thisproduct/service. n 3. 3. 3. Offering products and services for sale: the marketing approachMarketing encompasses a set of activities focused on promoting and creatingawareness about products or services to the target customers and attractingthese potential purchasers. Its primary goal is to build brand awareness, andcreate a favourable perception for the customer of the company and itsofferings. Marketing takes place before the actual sales process begins. It offersthe product/service following the 4 variables of the marketing mix:1. Product positioning defines how the product or service is positionedon the market to differentiate it from competitors, i.e. the %u201cadded value%u201d of theproduct/service on the market. It is important to consider the market wherecompetitors are present or when customers have a clearly identified need. Itwill be helpful to identify new opportunities. The difference with similarproducts will be the unique selling proposition (USP) of the new1433.3 Approaches to European Commercialization Practices