2. Match between a company’s capabilities and the
wants of customers in order to achieve the
objectives of both parties
Based upon classic marketing 4 P’s:
Product, Price, Promotion, Place
3. 1. Defining markets
2 Quantifying needs of customer segments
3. Determining value propositions
4. Communicating these propositions to
everyone in the organization
5. Playing an appropriate part in delivering
these communications
6. Monitoring the value that was actually
delivered
4. 1. Invest and grow
2. Extract earnings selectively
3. To harvest
4. To divest
5. 1. Expand range
2. Improve qualities or features
3. Consolidate range
4. Standardize design
5. Reposition product
6. Change the mix
7. Branding
6. 1. Change advertising
2. Change promotion
3. Change mix between call centers, direct mail, and
Internet
4. Change selling
5. Change overall communication mix
