COMM101 Lecture Notes - Contingency Plan, Sensitivity Analysis, Switching Barriers
5 Oct 2013
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Document Summary
Porter"s generic competitive strategies lab manual pg 97. Value proposition - what are you providing that is different from others. Market segmentation 5 types (market research) - crucial to project, but not tested. Trends in marketing - where marketing is heading towards. Critical success factors (all connected - domino effect) Encouraging innovation and creativity - solve problems others do not solve. No formula projections based on research and logic = educated guess you can defend. An integrated system of activities designed to plan, price, promote and distribute, want-satisfying goods and services to present and potential customers . Create perception that product is what they are looking for. Related to providing a want-satisfying good or service. But the product must not only provide a particular benefit/satisfy a particular want or need, but it must be needed or wanted . People want cola, but they are getting it.
