MKC3140 Study Guide - Final Guide: Experience Curve Effects
DepartmentBusiness - Marketing - MKC
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MKC3140 Strategy Notes
Input-Output Framework for Managing Customer Heterogeneity
• Three key inputs to the framework are required to conduct
segmentation, targeting, and positioning of potential customers
• The second and third inputs are similar, but one focuses on the focal
company and the other involves the company’s competitors
• The inputs to managing customer heterogeneity entail the 3C’s of
• The inputs to managing customer heterogeneity thus entail 3Cs of
situation analysis: Customers, Company, and Competitors.
• Together, they provide the contextual background for the firm’s
• A firm’s marketing strategy is embedded in this background and must
both “fit” and “leverage” customers’ preferences and perceptions,
market trends, and the firm’s relative strengths.
• In turn, the framework generates outputs, which then provide the inputs
for subsequent First Principles
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