CHAPTER 8 FINDING MARKETS TO CONQUER BY UNDERSTANDING CUSTOMER NEEDS AND MARKET SEGMENTS

Executive Summary

square The more you know about the needs that motivate customers, the more you can learn how to attract them.

square Understanding the benefits that customers value most can help you create the most potent product positioning.

square Market segmentation models are highly transient and volatile because customers' needs continually evolve. Product managers need ...

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