BU121 Lecture Notes - Lecture 7: Business Model Canvas, Market Segmentation, Customer Relationship Management
Document Summary
Bu121 lecture #7: marketing understanding the customer. Market research (not tested, but critical for project) future of marketing (trends) Creating a distinct competitive advantage providing quality goods and services encouraging innovation and creativity gaining employee commitment. What is marketing it is an integrated system of activities designed to plan, price, promote and distribute, want-satisfying goods and services to present and potential customers there are two keys to doing this successfully . #1 key: related to providing a want-satisfying good or service. Must provide something the customer wants or needs (your solution must. Rules : write down your assumptions about the customer, the problem and the solution, be careful who you interview, first focus on the customer and the problem ask about their behaviours with respect to the product category. Don"t ask if they will buy it ( when was the last time you vs. Would you ) ask them about their actual behavior.
