BU352 Study Guide - Final Guide: Customer Relationship Management, Baby Boomers, Psychographic
Document Summary
Base case analysis: operating performance, strategic performance. What do we (did we) want to do: organizational health, prospects for future performance, need, nature, urgency for change. Issues: what are the issues, why have they arisen, why are we involved, when do we need to resolve, what is the action trigger in the case. So what? : financial analysis (breakeven, payback period) Alternatives & decision criteria: where do they come from, decision paths (buying behavior, market size, etc. , mutually exclusive, evaluating alternatives. Implementation: detailed recommendation based of preferred alternatives, action plan, timetable, forecast of future performance predicted outcome. Segmentation: market segment who responds similarly to marketing cultural. Positioning: defining the 4p"s so that customers have a clear, understanding of the product compared to competitor. Product: product, service, idea, create products that"s perceived as valuable enough to buy. Price: cost-based: cost + margin = selling price, competitive-based: below/above competitor"s price, value-based: find the perceived value from customers.
