Product development, services

Product development, services - innovation(product...

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innovation (product development) and service marketing Balázs Birck
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Perfor manc e attribu tes Com petiti ve perfo rman ce Customer satisfaction Customer’s  activities for  finding solution  for a problem  360 °  value  mapping Indust ry avera ge Comp etitor 1 Comp etitor 2 Attributes of product / service Relative competitive performance 0 high low + + ood marketing strategy = sustainable competitive advantag tell it to your grandma 3 plain sentences, if she understands 360° view Customer value creation map Strategy value curve UBR
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UBR US P your unique product and its features customer reason to choose you for solving her problem innovation
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The product developer – a prototype § Always on a mission § Needs to run like hell § Nobody knows  exactly why § If stops, fails  immediately
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Need for development 1: customer base Your Customer base Gold Gross addition Silver Bronze Churn § Leaving the market (e.g. age) § Churning for competitor § New arrivals to market § Churn from competitor innovation  =  customer magnet manage internal  migration!!!
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Need for development 2: Revenue
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  • Spring '14
  • Murray,T
  • Marketing, Quality management system, service quality specifications

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