UGBA 10 Lecture Notes - Lecture 18: Social Media Measurement, Psychographic, Value Proposition

• School: Berkeley
• Department: Business Administration Undergraduate Program
• Course: UGBA 10
• Professor: John Briginshaw

Document Summary

The process of creating value for customers (through products and/or services) Building strong customer relationships in order to capture value (32088) from customers in return. A group of end users with a need and the desire and means to fulfill it. Understanding market needs helps companies articulate how their capabilities enable them to offer products or services that address customer needs. The capabilities or special expertise we bring to bear. The customer need we address/the end benefit we provide. Ex. so that our customers always (end benefit) Grouping customers so that marketers can use the same messages and media across large numbers of them without sacrificing relevance or efficiency. How you group customers for marketing depends on what you are offering. Types of info for generating customer insights. Grow through product extensions, innovation, and geographic expansion. What can we do to address those concerns. How to bring it to market in ways that are believable and relevant.