Marketing strategy
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Functional, emotional and self-expressive benefits: Definitions
Functional, emotional and self-expressive benefits comprise a product’s value proposition to a customer.
Marketing > Marketing strategy
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Customer discovery (phase 2): Test your hypotheses
Once you have developed your product and market hypotheses, it is time to start testing them with potential customers.
Marketing > Marketing strategy
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Customer discovery (phase 3): Test your product concept
Testing your product hypotheses helps you understand the extent to which your product plans meet customer needs.
Marketing > Marketing strategy
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Customer discovery (phase 4): Evaluate customer feedback and determine next steps
Evaluating customer feedback about your target market and product solution will help you determine whether to advance or halt your business plans.
Marketing > Marketing strategy
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Developing your value proposition: An overview of customer discovery
Creating a clear, meaningful value proposition is one of the first challenges any entrepreneur faces.
Marketing > Marketing strategy
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The Customer Development Model
The main objective of the Customer Development Model is to reach a deep understanding of customers and their problems.
Marketing > Marketing strategy
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Customer discovery (phase 1): State your hypotheses
A key feature of the customer development model is to ensure you write down your most important business assumptions.
Marketing > Marketing strategy
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Case study: Salesforce.com—Winning first customers
Securing early customers is one of the greatest challenges facing start-ups in any industry. Learn how Salesforce.com built its customer base by breaking all the rules.
Marketing > Marketing strategy
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Case study: Changing the game—Lessons from Nintendo’s Wii
By re-engineering the value proposition for their gaming console business, Nintendo increased profits and created a new market for console gaming.
Marketing > Marketing strategy
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Case study: Dell—Distribution and supply chain innovation
By carefully analyzing and making strategic changes to the personal computer value chain, and then seizing on emerging market trends, Dell Inc. grew to dominate the PC market in less time than it takes many companies to launch their first product.
Marketing > Marketing strategy
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