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Summary of models you need to know for the exam. Summary + explanation.
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InhoudsopgaveValue Proposition Canvas (VPC)......................................................................2
BCG-matrix (Boston Consulting Group)............................................................3
Ansoff’s Matrix...............................................................................................5
Rogers Diffusion of Innovation: Adoption Categories........................................6
Porters five forces..........................................................................................7
SWOT............................................................................................................ 8
PESTEL.......................................................................................................... 8
Customer relationship groups.........................................................................9
Stimulus response model..............................................................................10
Types of buying behavior..............................................................................11
Classification of services Wirtz and Lovelock (2016).......................................11
Hoch strategic options (product strategy/brand management).......................12
The stimulus response model of buyer behavior model..................................13
Buying decision-making process...................................................................13
, Value Proposition Canvas (VPC)
Helps to find a fit between customer perceived value and firm’s
offering. (Fit between 4P’s and 4C’s)
Helps to figure out the marketing mix.
Helps us visually
understand what the value creation process is.
Customer profile: jobs customers try to get done (functional, social or
emotional).
Functional like tracking daily physical activity, social like sharing activity
on social media (or wearing trendy clothes to be seen as fashionable),
emotional like feeling healthy and energic.
Value map: this builds the value proposition and consists of gain creators,
product and services and the pain relievers.
the value map builds the value proposition (this does not mean that it
builds also the products and services!!)
Derive / evaluate product & services from relievers and creators!! 1.
(Re)evaluation from the gain creators and pain relievers. 2.Trying to create
a better fit between gain, pain and the products and services which are
offered. The products and services should be based at the gains and pains.
The question is: are you addressing essential customer gains or pains with
your current product? Gain creators and pain relievers are always the basis
of the products and services. If the company is established and has them
already, the gain creators and pain relievers of the excising products and
services are the basis of analyzing the fit between the gains and pains and
products/services. If you start from scratch, you begin at the right.
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