RSM250H1 Study Guide - Final Guide: Opensocial, Channel Types, Display Advertising
Document Summary
Economic cost: doesn"t capture all sources of value. Functional features: comparing difference attributes/features, enhanced tangible benefits, marketing myopia focusing on features instead of solution miss the bigger picture. E. g. apple hardware + software (more data and customer interaction) vs. Microsoft software: commitment isolation: focus on their product too much and not what customer wants, every product eventually becomes obsolete, should focus on consumer needs and a broad sense of the definition of business. Social social interaction w other uses: positive network externality. E. g. imessage: value you get from the fact that other people use it. Experiential design, brand, service: feeling you get from using the product, intangible psychological/emotional benefits. Questions: which types of values do customers consider qualitative, why do they consider them qualitative, how important is each of these values quantitative. Problem statement questionnaire design, sampling, data analysis: fundamental laws of questionnaire design: use common sense.
