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Phát triển một khách hàng Sản phẩm Matrix
Outline for Discussion • Understand the customer, develop a profile • Determining who has the power to buy and why they buy • Break for lunch (12:15 pm) • Developing a customer/product matrix • Small Group Exercise • Company analysis: SWOT Develop a Customer / Product Matrix Customer / Product Matrix Customers Products What are products? • Tangible goods; • a service; • an idea; • or a combination of the above. Some examples? • Examples include plants, shovels, fertilizer, book, pruners, pots, etc. • pick-your-own, entertainment • credit, delivery, design, installation; • composting, low input, organic products What’s your value proposition? Value proposition is a combination of three dimensions: • Quality: high or low • Money: cheap or expensive • Time: little or lots What’s your value proposition? Value proposition is a combination of three dimensions: •Quality • Money •Time Value proposition for . . • McDonalds • Starbucks The Experience Economy Work is Theatre & Every Business is a Stage by Joseph Pine & James Gilmore Harvard Business School Press, 1999 . a customer/product matrix • Small Group Exercise • Company analysis: SWOT Develop a Customer / Product Matrix Customer / Product Matrix Customers Products