BU121 Lecture Notes - Lecture 4: Social Venture, Perceptual Mapping
Document Summary
Critical success factors: most direct impact is on meeting and exceeding customer needs, direct tie to other factors, so other factors are still impacted and are connected. What is marketing: an integrated system of activities designed to plan, price, promote and distribute, want satisfying goods and services to present to potential customers , 2 keys to doing this successfully. Keys to success: #1 key provide a unique benefit, related to providing a want-satisfying good or service, must provide something the customer wants or needs your solution must fit with their problem. Much of the selling that would otherwise have to be done has been taken care of by giving customer what they want, when they want it, and in the way they want it. Value proposition design: the set of value proposition benefits that you design to attract customers must fit with the set of customer segment characteristics that you assume, observe and verify in the market.
