BU121 Lecture Notes - Lecture 4: Social Venture, Psychographic
Document Summary
An integrated system of activities designed to plan, price, promote and distribute, want-satisfying goods and services to present and potential customers . Related to providing a want-satisfying good or service: must provide something the customer wants or needs - your solution must fit with their problem. The set of value proposition benefits that you design to attract customers must fit with the set of customer segment characteristics that you assume, observe and verify in the market. = problem-solution fit on paper: between all your value propositions and customer segments. If you have a multi-sided platform (user and customer in social venture) Business model fit in the bank. What drives the movie goer? depends on the context. Track the events, thoughts and experiences that lead people to spend money on products that help them deal with real-life circumstances the stories behind the purchases. Not surveys to gather data, opinion gathering, or observation of how people use products.
