The New Manager’s Survival Guide: Everything You Need to Know to Succeed in the Corporate World

CHAPTER

7

MASTERING MARKETS

After you read this chapter, you should be able to:

• Evaluate market segments and customer types within a segment.
• Illustrate how customer needs and motivations are uncovered.
• Describe the purpose and structure of a customer value proposition.
• Explain how market insights are vital to the strategy of a company.

We see our customers as invited guests to a party, and we are the hosts. It’s our job to make the customer experience a little bit better.

—JEFF BEZOS

Imagine waking up one day and feeling ravenously hungry. You open the refrigerator, and surprise—it’s empty! It’s time to head to the supermarket. You enter the store with your cart and proceed directly to the dairy department because you want to ...