com365 week 1
TRANSCRIPT
Match between a company’s capabilities and the wants of customers in order to achieve the objectives of both parties
Based upon classic marketing 4 P’s:Product, Price, Promotion, Place
1. Defining markets 2 Quantifying needs of customer segments 3. Determining value propositions 4. Communicating these propositions to
everyone in the organization 5. Playing an appropriate part in delivering
these communications 6. Monitoring the value that was actually
delivered
1. Expand range 2. Improve qualities or features 3. Consolidate range 4. Standardize design 5. Reposition product 6. Change the mix 7. Branding
1. Change advertising 2. Change promotion 3. Change mix between call centers, direct mail, and
Internet 4. Change selling 5. Change overall communication mix
1. Change channels 2. Change delivery or distribution 3. Change service levels 4. Forward or backward integration
Connecting Goals and Go-To Market Strategieshttp://hbswk.hbs.edu/item/6529.html
Milkshake Marketinghttp://hbswk.hbs.edu/item/6496.html
Connecting Goals and Go-To Market Strategieshttp://hbswk.hbs.edu/item/6529.html
Milkshake Marketinghttp://hbswk.hbs.edu/item/6496.html