Understanding Customers and Segments
To put a strategy together for a product or a set of business lines, understanding the customer for these different offerings is essential. In this chapter, we’ll share ways to identify and segment your target customers. These approaches are critical to ensuring that you deliver the desired product at the right price through the proper messaging channels to reach the respective target customers.
As we pointed out in Chapter 2, it’s crucial to understand the difference between a product user and a product buyer. Both could be customers, but the product marketer must be aware that each has different attributes and interests.
Let’s say you’re targeting a consulting firm. The user of your product may ...
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