In the previous chapter on products, I provided broad diagnostic questions that could be used when analyzing the organization and its products. I suggested that a product portfolio analysis begin at the level of product class before moving onto individual products. I also introduced a method for analyzing products that treats a product as a series of three concentric circles: the core benefit or point of the product; the actual product, which includes both tangible and intangible features; and the augmented product, which comprises first and second order benefits of using the product. This was all done from the inside looking out, that is, from the point of view of how the organization sees its products. I also recommended repeating the exercise from the point of view of the customer, that is, how customers see products, how products meet customers’ needs and provide solutions for their problems. The current chapter focuses on an analysis of customers.
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