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TODAY
FUNCTIONAL
TODAY
YESTERDAY
BRAND EXPERENCE !
NEW VOCABULARY
SALES PERSON CUSTOMER BRAND AMBASSDOR GUEST
DESIGN
2 MARKETING METHODS
MASS MARKETING REQUIRES PRODUCT MANAGERS TO SELL 1 PRODUCT AT A TIME TO AS MANY CUSTOMER AS POSSIBLE. MARKETERS TRY TO DIFFERENTIATE THEIR PRODUCTS. MARKETERS TRY TO ACQUIRE A CONSTANT STREAM OF NEW CUSTOMERS. FOCUS ON ECOMOMIES OF SCALE 1:1 MARKETING REQUIRES CUSTOMER MANAGER WHO SELLS AS MANY PRODUCT AS POSSIBLE TO ONE CUSTOMERS AT A TIME. MARKETERS SEEK TO DIFFERENTIATE THEIR CUSTOMERS. SEEK NEW BUSINESS FROM CURRENT CUSTOMERS.
POSITIONING
IMAGE
STAKE HOLDERS
PRODUCT FEATURES
NEW CATEGORIES
CO - CREATION
EQUAL QUALITY
VALUE CAPTURED
INTANGIBLE ASSETS