Principles of marketing/PMKT102/Assessing customer behaviour/Customer value

Customer hiring a bike

Companies go through a strategic planning process in order to develop, price, promote, and sell their products and services.

The chapter below explains the value proposition and will help you to understand why a company may develop different value propositions for different target markets.

Strategic customer value

1. Read this chapter about how an organization's value proposition shapes its strategic planning
2. Post a WEnote about why customers are strategically important to organizations. For example:
   • Being strategic about customers means a company can ...

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