Discover Your Products' Hidden Potential  

Oleh:

McGrath, Rita Gunther ; MacMilan, Ian C.

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 74 no. 3 (1996), page 58-74.
Topik: discovery; consumer behaviour; market research; market segmentation; product positioning

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.11 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

A successful strategy for selling your products or services depends on your ability to get into the minds of your targeted customers. But sometimes the customers themselves do not know what is in their minds. A simple tool called the ACE (Attribute Categorization and Evaluation) Matrix can help managers understand customers' behaviour and bring hidden product attributes to the surface. It helps companies see that a product may have different salient attributes for different customer segments. The matrix gives companies an iterative process for validating assumptions about product attributes and for monitoring changes that occur because of competition.

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