Gasoline Prices and ConsumerBehavior Political. Businesses are very vulnerable to changes in the political situation. For example, because consumer groups lobbied Congress, more stringent rules were made on the terms of car leases.
Positioning Who is your customer? There are many possible customers; buyers, users, influencers, administrators, and distributors. So who is your customer? When looking through a jobs-to-be-done lens, we see that they are all trying to get a job done, but not the same job.
Of course, companies want to help any and all potential customers get their unique jobs done better, earning their loyalty. The key to success, however, is knowing who the primary customer is and the hierarchy to follow to optimize value creation and profits.
Myths that mislead When asked who is your customer, companies often tell us that they serve many customers. This includes internal and external customers, distributors, buyers, influencers, employees, and so on.
But it perpetuates a myth that misleads. They are not all customers in the true sense of the word. Companies are making a mistake when they give all these constituents an equal or greater priority than they give their primary customer.
How do you decide who the primary customer is?
Concluding that the distributor, the purchasing department, or the buyer is the primary customer is almost always a mistake. Products and services exist to help someone get a functional job done, not so someone can distribute, buy, or install them. Of course, companies have to make sure its distributors, buyers, contractors, sales team, and employees are all happy, but they are not the reason the company exists.
When deciding who is the customer, the focus should always be on the people using the product. They are the ones for whom value is being created and the reason why the market and the product exists.
In this case, the primary customer is the designer of that product. The designer is hiring the product to help deliver a specific function. It should be noted, however, that more value could potentially be created for these designers if the company knew more about their customer.
IBM thought ComputerLand was its primary customer, not the computer user. But then Dell and Apple created offerings that took the distributor out of the equation. They were, and are still today, the primary customer.
The first step in profiting from the customer is knowing who they are. We work through the confusion and the resistance to make the right choices, so value can be created.
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'Conjoint analysis ' is a survey-based statistical technique used in market research that helps determine how people value different attributes (feature, function, benefits) that make up an individual product or service.
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Segmentation, Targeting, Positioning • Segmentation: grouping consumers by some criteria • Targeting: choosing which group(s) to sell to • Positioning: select the marketing mix most appropriate for the target segment(s) segment market choose target(s) position product(s).