BU121 Lecture Notes - Lecture 2: Perceptual Mapping, Psychographic
Document Summary
Marketing understanding the customer: achieving financial performance, meeting customer needs. Important for marketing: providing quality goods and services, encouraging innovation and creativity, gaining employee commitment, creating a distinct competitive advantage. Important for marketing: what is marketing, an integrated system of activities designed to plan, price, promote and distribute, want-satisfying goods and services to present and potential customers , 2 keys to doing this successfully. System of integrated activities is used to convince the customer. Don"t want to confuse the customer: want-satisfying good or service. Must provide something the customer wants or needs your solution must fit with their problem: pains, gains and customer jobs, problem-solution fit, can adjust your value proposition but not customer needs and wants. Family and friends may be the easiest to interview. May not be objective though: first focus on the customer and the problem. Ask about their behaviours re: the product category. Don"t think about the solution you are offering.
