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7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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Y_@K^G[
W[_M[NBV
7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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!Mhnx B`lzmbm Wtmtfstfgs!Dr. Dh`rfml` _`m Ntefgs!Rfhhflbt`l @lue Ng`l!Snly H`lt`g F[YA/YA!Npfdmlfm Mld`ln Y[A
7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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G@AY@LNL[W @D AM_JN[
@DDN_FLB
7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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REM[ FW M Y_@K^G[0
!mlyteflb temt gml on `nrnk t` m amrjnt t`smtfsdy m wmlt `r lnnk.
!Yn`phn ouy wmlt smtfsdmgtf`l, l`t `ocngts.
!Yeysfgmh b``ks!Wnrvfgns!Nxpnrfnlgns!Nvnlts!Ynrs`ls
!Yhmgns!Yr`pnrtfns!@rbmlfzmtf`ls!Fld`ramtf`l!Fknms
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G@AY@LNL[W @D AM_JN[
@DDN_FLB
snrvfgn `r onlnt temtgust`anr rnmhhy ouys
G`rn onlnt turlnk t`mgtumh pr`kugt
Mttrfoutns mlkg`lkftf`ls temt fs
nxpngtnk wenl pr`kugtfs purgemsnk
Nxgnnkflb nxpngtmtf`ls
Y`ssfohn mubanltmtf`lmlk trmlsd`ramtf`l
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Y_@K^G[GEM_MG[N_FW[FGW
MLK GHMWWFDFGM[F@L0
!Yr`kugts trmkftf`lmhhy ghmssfnk3!Kurmofhfty![mlbfofhfty &! sn(g`lsuanr `r flkustrfmh)
!Nmge pr`kugt typn - `wl amrjntflb-afxstrmtnby
7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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Y_@K^G[GEM_MG[N_FW[FGW
MLK GHMWFDFGM[F@L0
K^_MOFHF[V & [MLBFOFHF[V
=.L`l-kurmohn b``ks - tmlbfohn b``ks -`ln/dnwusns nb3 onnr & s`mp
?.Kurmohn b``ks - tmlbfohn b``ks - amly usns nb3 rndrfbnrmt`rs
7.Wnrvfgns- fltmlbfohn, flsnpmrmohn, vmrfmohn &pnrfsemohn pr`kugts
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Y_@K^G[ GHMWFDFGM[F@L
!Ms t` we` usns ten pr`kugtG`lsuanr Yr`kugts
Yr`kugt knstflnk d`r usn oy
uhtfamtn g`lsuanrs.
Ousflnss Yr`kugts
Yr`kugt temt g`ltrfoutns
kfrngthy `r flkfrngthy t` ten
`utput `d `tenr pr`kugts d`r
rnsmhn: mhs` gmhhnk flkustrfmh `r
`rbmlfzmtf`lmh pr`kugt.
W`an pr`kugts dmhh flt` o`te gmtnb`rfns.
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G@LW^AN_ Y_@K^G[
GHMWFDFGM[F@L
!Ouynrs pnrgnptf`l `d m lnnk d`r ten pr`kugt^ls`ubet Yr`kugts
!Amrjntnk t` g`lsuanrs we` amy l`t ynt rng`blfznmly lnnk d`r tena
!A`st g`lsuanrs rng`blfzn tenfr `wl lnnks d`rvmrf`us typns `d g`lsuanr purgemsns mlk mgtfvnhy
snnj tena
7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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G@LW^AN_ Y_@K^G[
GHMWFDFGM[F@L
!Omsnk `l ouyflb onemvf`rG`lvnlfnlgn Yr`kugts
!b``ks mlk snrvfgns temt g`lsuanrs wmlt t` purgemsn drnqunlthy,faankfmtnhy, mlk wfte aflfamh n rt
Fapuhsn
purgemsnk `l ten
spur `d ten a`anlt,
Wtmphns
o`ubet g`lstmlthy t`
rnphnlfse mlk
amfltmfl m rnmkyflvnlt`ry, wfte amly
g`apntft`rs `nrflb
tensn pr`kugts
Nanrbnlgy
o`ubet g`lstmlthy t`
rnphnlfse mlk
amfltmfl m rnmkyflvnlt`ry, wfte amly
g`apntft`rs `nrflb
tensn pr`kugts
7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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G@LW^AN_ Y_@K^G[
GHMWFDFGM[F@L
We`ppflb Yr`kugts
!purgemsnk `lhy mdtnr ten g`lsuanr g`apmrnsg`apntflb `nrflbs `l gemrmgtnrfstfgs
! bnlnrmhhy a`rn nxpnlsfvn! purgemsnr hmgjs g`aphntn fld`ramtf`l mlk bmtenrs ft! gmrry wmrrmltfns mlk mdtnr-smhn snrvfgn tnras! st`rns lman mlk rnputmtf`l! Ynrs`lmh snhhflb n rts mubanlt pr`a`tf`l
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WE@YYFLB
Y_@K^G[W
E`a`bnl`us
`ln ormlk `dtnl snnas auge
hfjn ml`tenr
kfnrnltfmtn e`a`bnln`uspr`kugts dr`a g`apntflb
pr`kugts fl tnras prfgn mlkvmhun, qumhfty, mppnmh, `r
ulfqunlnss
Entnr`bnl`us
Omsfg kfnrnlgns snna t`
stmlk `ut
Ynrgnptf`ls `d styhn, g`h`r, mlkt gml mhh mngt g`lsuanr
ge`fgns
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G@LW^AN_ Y_@K^G[
GHMWFDFGM[F@L
Wpngfmhty Yr`kugts
! `nr ulfqun gemrmgtnrfstfgs temt gmusn ouynrs t` prfzn te`snpmrtfguhmr ormlks
! gmrry efbe prfgns mlk amly rnprnsnlt wnhh-jl`wl ormlks![eny jl`w wemt teny wmlt mlk teny mrn wfhhflb t` pmy d`r ft! Ouynrs onbfl se`ppflb wfte g`aphntn fld`ramtf`l mlk
rndusn t` mggnpt suostftutns
! W`an spngfmhty pr`kugts mrn s`hk d`r hnss ter`ube m rasg`apmly-`wlnk kfsg`ult `uthnts `r fl knsfblmtnk
kfsg`ult mrnms `d tenfr rntmfh st`rns
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G@LW^AN_ Y_@K^G[
GHMWWFDFGM[F@L WVW[NA
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O^WFLNWW Y_@K^G[
GHMWFDFGM[F@L
Amtnrfmhs mlk Ymrts
!B``ks temt nltnr ten amludmgturnrs pr`kugtg`aphntnhy
!_mw amtnrfmhs - dmra & lmturmh pr`kugts!Amludmgturnk amtnrfmhs & pmrts!G`ap`lnlt amtnrfmhs - durtenrdmorfgmtnk!G`ap`lnlt pmrts - l` gemlbn fl d`ra
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O^WFLNWW Y_@K^G[
GHMWFDFGM[F@L
Gmpftmh Ftnas
!H`lb hmstflb b``k temt dmgfhftmtn fl knvnh`pflbmlk amlmbflb lfsenk pr`kugts
!Flstmhhmtf`ls - Oufhkflbs & enmvy nqufpanlt!
Nqufpanlt p`rtmohn dmgt`ry, `
gnnqufpanlt/t``hs
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O^WFLNWW Y_@K^G[
GHMWFDFGM[F@L
Wupphfns mlk Ousflnss Wnrvfgns
! se`rt-tnra b``ks mlk snrvfgns temt dmgfhftmtn fl knvnh`pflbmlk amlmbflb lfsenk pr`kugts! Wupphfns! Amfltnlmlgn & rnpmfr ftnas! @pnrmtflb supphfns
! Ousflnss snrvfgns! Amfltnlmlgn & rnpmfr snrvfgns! Ousflnss mkvfs`ry snrvfgns
7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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O^WFLNWW Y_@K^G[
GHMWWFDFGM[F@L WVW[NA
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KFDDN_NL[FM[F@L
![` on ormlknk, pr`kugts aust onkfnrnltfmtnk
!D@_A3 sfzn, sempn `r peysfgmh strugturn
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KFDDN_NL[FM[F@L
!DNM[^_NW3supphnanlt omsfg dulgtf`l!G^W[@AFSM[F@L!
YN_D@_AMLGN ]^MHF[V3 hnvnh mtwefge ten pr`kugts gemrmgtnrfstfgs `pnrmtn
!G@LD@_AMLGN ]^MHF[V3 Knbrnnulfts fknltfgmh , annt pr`afsnkspngfgmtf`l
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KFDDN_NL[FM[F@L
!K^_MOFHF[V3 Yr`kugts nxpngtnk `pnrmtflbhfdn
!Gust`anrs wfhhflb t` pmy a`rn!Aust l`t on suocngt t` rmpfk `os`hnsgnlgn
!_NHFMOFHF[V3 Yr`omofhfty pr`kugt wfhh l`tamhdulgtf`l `r dmfh fl m stmtnk tfan pnrf`k
!_NYMF_MOFHF[V3 Nmsn `d xflb pr`kugt amhdulgtf`ls/dmfhs
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KFDDN_NL[FM[F@L
!W[VHN3 Yr`kugts h``j & dnnh t` m p`tnltfmhouynr
MOW@H^[ T@KJM usns mnstentfgs fl fts prflt mks t`mppnmh t` kfnrnlt amrjnt snbanlts
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KFDDN_NL[FM[F@L - KNWFBL
![`tmhfty `d dnmturns temt mngts e`w pr`kugth``js & dulgtf`ls fl tnras `d gust`anr
rnqufrnanlts
!Nssnltfmh t` kfnrnltfmtn & p`sftf`lpr`kugt/snrvfgn!Bfvns g`apmly m g`apntftfvn nkbn
7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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KFDDN_NL[FM[F@L - KNWFBL
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KFDDN_NL[FM[F@L - WN_TFGN
!Fd peysfgmh pr`kugt l`t nmsfhykfnrnltfmtnk, [enl, ten jny t`
g`apntftfvn suggnss amy hfn fl mkkflb
vmhunk snrvfgns & fapr`vflb tenfrqumhfty
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KFDDN_NL[FM[F@L - WN_TFGN
!@_KN_FLB NMWN!KNHFTN_V!FLW[MHHM[F@L3 w`rj k`ln ond`rn m
pr`kugt fs g`lsfknrnk `pnrmtf`lmh fl mphmllnk h`gmtf`l
!G^W[@AN_ [_MFLFLB!G^W[@AN_ G@LW^H[FLB!AMFL[NLMLGN MLK _NYMF_W
7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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KFDDN_NL[FM[F@L - WN_TFGN
!_N[^_LW!G`ltr`hhmohn _nturls - pr`ohnas kfguhtfns
`r nrr`rs `d ten snhhnr `r gust`anr mlk gml
on nhfaflmtnk (pr`pnr pmgjmbflb, st`rmbn,trmlsp`rtmtf`l
!^lg`ltr`hhmohn rnturls
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Y_@K^G[ WVW[NA MLK AFU
!Y_@K^G[ WVW[NA - Kfvnrsn out rnhmtnkftnas - dulgtf`l - g`apmtfohn amllnr
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Y_@K^G[ WVW[NA MLK AFU
!Y_@K^G[ AFU - Mhh pr`kugts snhhnr `nrsd`r smhn
!wfkte, hnlbte, knpte & g`lsfstnlgy!RFK[E - luaonr `d pr`kugt hflns!HNLB[E- luaonr `d ftnas fl afx!KNY[E- e`w amly vmrfmlts fl nmge hfln!G@LWFW[NLGV - e`w gh`sn hflns mrn fl nlkusn, kfstrfoutf`l ntg
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7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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Y_@K^G[ HFLN
!Wnrfns `d rnhmtnk pr`kugts `nrnk oy `lng`apmly. wfkte, hnlbte, knpte &
g`lsfstnlgy
!_H gh`teflb hfln, E`an durlfseflb hfln!!"#$%&'( %'% *#+,-./ 9='%? ."' 7%9*
.+;*"'> (#+42 %'7"'.% *+?=&+' =' /7%
;"#$%/2 %.+'+;=5% .+;*"'> #%?+-#.%?2 "',%6*9+=/ *#+,-./ 9=3% .>.9%?:
7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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HFLN W[_N[GEFLB/
NU[NLWF@L
!hnlbtenls pr`kugt hfln ony`lk gurrnltrmlbn
!K`wl-Amrjnt Wtrntge - fltr`kugn h`wnr-prfgnk hfln < REV0
!Br`wte `pp`rtulftfns ms amss-rntmfhnrs![fn up h`wnr-nlk g`apntft`rs!Fts amrjnt - stmblmtflb `r knghflflb
7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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HFLN W[_N[GEFLB/
NU[NLWF@L
! p-amrjnt Wtrntge - nltnr efbe nlk `damrjnt d`r3
!A`rn br`wte!Efbenr amrbfls, `r!Y`sftf`l ms duhh-hfln amludmgturnrs
![w`-Rmy Wtrntge fd gurrnlthy fl afkkhnamrjnt - strntgens hfln fl o`te kfrngtf`ls
7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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HFLN W[_N[GEFLB/
NU[NLWF@L
!HFLN DFHHFLB - Yr`kugt hfln hnlbtenlnk- mkk a`rn ftnas fl prnsnlt rmlbn!_nmge d`r pr`ts!Wmtfsdy knmhnrs-h`st smhns -afssflb hfln ftnas!^tfhfzn nxgnss gmpmgfty!On duhh-hfln g`apmly!Yhub e`hns - jnnp `ut g`apntft`rs
7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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Renl hnss fs a`rn.
!"#$%&%#' "#% )%"#*+*, &-#./,-9 '.=%&+=%'9 ?"+*7/) %;?%#+%*>%' &-"& ?#.4/>&)+*%' >"* ,%& &.. ).*,9 .# ?#.4/>&' >"* 2%>.=% 5/'& &.. >.=?)+>"&%46
7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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HFLN W[_N[GEFLB/
NU[NLWF@L
!HFLN A@KN_LFSM[F@L, DNM[^_FLB &Y_^LFLB
!Yr`kugt hflns - g`lstmlthy a`knrlfznk fl mrmpfkhy gemlbflb amrjnt
!Nlg`urmbn gust`anr afbrmtf`l t` efbenr-vmhunk, efbenr-prfgnk ftnas
!Dnmturn = `r dnw ftnas fl hfln!Ynrf`kfg hfln rnvfnw d`r knmkw``k temt h`wnrs
pr`ts
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Y_@K^G[ AFU Y_FGFLB
!HFLN A@KN_LFSM[F@L, DNM[^_FLB &Y_^LFLB
!Yr`kugt hflns - g`lstmlthy a`knrlfznk fl mrmpfkhy gemlbflb amrjnt
!Nlg`urmbn gust`anr afbrmtf`l t` efbenr-vmhunk, efbenr-prfgnk ftnas
!Dnmturn = `r dnw ftnas fl hfln!Ynrf`kfg hfln rnvfnw d`r knmkw``k temt h`wnrs
pr`ts
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Y_@K^G[ AFU Y_FGFLB
!Y_@K^G[-HFLN Y_FGFLB Knvnh`p pr`kugthflns, l`t sflbhn pr`kugts & fltr`kugn prfgn
stnps
!@Y[F@LMH-DNM[^_N Y_FGFLB @nr`ptf`lmh pr`kugts, dnmturns & snrvfgns mh`lb
wfte amfl pr`kugt
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Y_@K^G[ AFU Y_FGFLB
!GMY[FTN-Y_@K^G[ Y_FGFLB- usn `d mlgfhhmry `rgmptfvnpr`kugts
![R@-YM_[ Y_FGFLB xnk +vmrfmohn dnn @dtnlusnk oy snrvfgn ras
!OV-Y_@K^G[ Y_FGFLB Yr`kugflb gnrtmflb``ks rnsuht fl oy-pr`kugts
7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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Y_@K^G[ AFU Y_FGFLB
!Y_@K^G[-O^LKHFLB Y_FGFLB-oulkhnpr`kugts & dnmturn.
!Yurn oulkhflb - @lhy `nrs pr`kugts msm oulkhn
!Afxnk oulkhflb - @nrs b``ks,flkfvfkumhhy & fl oulkhns
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G@O_MLKFLB
!? gurrnlt ormlks g`aofln - c`flt pr`kugt,amrjntnk ms =Mkvmltmbns
!Yr`kugt g`lvflgflb - auhtfphn ormlks!_nkugn g`sts t` fltr`kugn pr`kugt!Hnmrl a`rn mo`ut g`lsuanrs
Kfsmkvmltmbns
!_fsjs & hmgj `d g`ltr`h kun t` pmfr-up!Hmgj `d d`gus `l nxfstflb ormlks
7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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G@O_MLKFLB
!D`r g`-ormlkflb t` on m suggnss3![en ? ormlks nmge emvn ormlk nqufty!H`bfgmh t `d ten ? ormlks3!G`aoflnk mgtfvfty amxfafzns
mkvmltmbns
!Aflfafzns kfsmkvmltmbns d`r o`te
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G@O_MLKFLB
7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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G@O_MLKFLB
FLB_NKFNL[ O_MLKFLB
!Grnmtn ormlk nqufty d`r amtnrfmhs `r pmrts usnk fl`tenr ormlknk pr`kugts
!Nl`ube mwmrnlnss s` ouynrs k` l`t ouy tene`st pr`kugt wfte`ut flbrnkfnlts
!Wnhd-ormlkflb- mkvnrtfsn tenfr `wl ormlknkflbrnkfnlts
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YMGJMBFLB
!Mgtfvftfns t` knsfbl & pr`kugn ten g`ltmflnrd`r m pr`kugt
!Amy on up t` 7 hnvnhs prfamry, sng`lkmrymlk sefppflb pmgjmbn
!Rnhh-knsfblnk pmgjmbns Grnmtng`lvnlfnlgn & pr`a`tf`lmh vmhun
7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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YMGJMBFLB
!Wnhd Wnrvfgn!G`lsuanr Munlgn!G`apmly mlk ormlk fambn!Fll`vmtf`l @pp`rtulfty!Yr`tngtflb FY rfbets
7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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YMGJMBFLB
!Ymgjmbflb aust mgefnvn tensn `ocngtfvns3!Fknltfdy ten ormlk!G`lvny knsgrfptfvn & pnrsumsfvn
fld`ramtf`l!Dmgfhftmtn pr`kugt trmlsp`rtmtf`l &
pr`tngtf`l
!Mssfst mt-e`an st`rmbn!Mfk pr`kugt g`lsuaptf`l
7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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HMONHFLB
!gmrrfns ormlk lman `r m brnmt knmh `dfld`ramtf`l
!Ynrd`ras snvnrmh dulgtf`ls3!
M hmonh fknltfns ten pr`kugt `r ormlk
!M hmonh afbet mhs` brmkn tenpr`kugt!M hmonh afbet knsgrfon ten pr`kugt!M hmonh afbetpr`a`tn tenpr`kugt
7/22/2019 Lesson 6- Shaping Market Offerings - Product Strategy
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RM__ML[FNW & B^M_ML[NNW!Mhh snhhnrs mrn hnbmhhy rnsp`lsfohn t` duhhh m
ouynrs l`ramh nxpngtmtf`ls
!Rmrrmltfns - D`ramh stmtnanlts `d nxpngtnkpr`kugt pnrd`ramlgn oy amludmgturnr!Rentenr nxprnssnk `r faphfnk - hnbmhhy
nld`rgnmohn
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RM__ML[FNW & B^M_ML[NNW!Wnhhnrs `nr bnlnrmh/spngfg bumrmltnn!_nkugn ouynrs pnrgnfvnk rfsj!Bumrmltnns nngtfvn fl ? sftumtf`ls!G`apmly/pr`kugt - wnhh-jl`wl!Yr`kugt qumhfty supnrf`r t` g`apntftf`l
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[EMLJV@^
!"#$%&$ ()
8+#%; =*?-; ,+9+#2 1