BU121 Lecture 7: Lecture 7 Jan 25
Document Summary
Determine which of the segments will be the target market. By finding the biggest gap between how the customer perceives the competition meets their needs perceptual map and what they really want preference analysis. Segment 3x is the best to target because the competition is furthest away from meeting their needs than in the other segments. #2 key: convince the customer that the product provides that unique benefit through consistent product, pricing, promotion, and distribution/ place decisions: (cid:862)i(cid:374)teg(cid:396)ated syste(cid:373) of a(cid:272)ti(cid:448)ities(cid:863) Bu121: all parts of organization must have clear idea of the unique benefit. Clear, concise statement of produ(cid:272)t(cid:859)s u(cid:374)i(cid:395)ue (cid:271)e(cid:374)efits acts as glue that keeps decisions consistent. How will you continue to be competitive: product roadmap, ho(cid:449) to (cid:858)slo(cid:449) do(cid:449)(cid:374)(cid:859) (cid:272)y(cid:272)le encourage new growth. If you are selling a technology how will you (cid:858)(cid:272)(cid:396)oss the (cid:272)has(cid:373)(cid:859) a(cid:374)d (cid:449)eathe(cid:396) the (cid:858)to(cid:396)(cid:374)ado(cid:859)? (cid:858)p(cid:396)odu(cid:272)t(cid:859) classification. Different customer segment swill classify the same product differently.
