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MKC3140 Final:Premium

2 pages42 viewsSummer 2018

Business - Marketing - MKC
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Study Guide

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MKC3140 Strategy Notes
Input-Output Framework for Managing Customer Dynamics
Whereas MP#1 focuses on the market as a whole, MP#2 narrows the
scope to the firm’s existing customers, challenging the firm to
understand how its customers change over time
There are three categories of inputs for managing customer
o Your customers
o Past marketing programs
o Lost customers
These inputs in turn produce three categories of outputs:
o Segmentation of Customers
o AER Positioning Statements
o AER Strategies
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