Differentiation - Differentiation: offering customers...

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Differentiation: offering customers something they value that competitors don’t have Consumption chain: customers’ entire experience with a product or service Two ways to help companies identify and generate successful differentiation strategies: o Unlocks the creativity in an organization so that the insights of particular individuals can contribute to a shared understanding of the customer o In effect, the company knows its customers almost better than they know themselves Mapping the Consumption Chain Captures the customer’s total experience with a product or service Every product or service will have a somewhat different consumption chain How do people become aware of their need for your product or service? o Make consumers aware of a need in a way that is unique and subtle How do consumers find your offering? o
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Differentiation - Differentiation: offering customers...

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