Lessons Learned

The 10 most important points:

  1. Being able to define customer benefits.

  2. Knowing the difference between customers benefits and customer satisfaction.

  3. Being able to achieve the benefit of your value proposition which matches best to the customer needs.

  4. Knowing how to measure this matching.

  5. Being able to dismantle your value proposition into its technical, economic and operational (applied) characteristics.

  6. Being able to distinguish B2B and B2C buying decisions.

  7. Knowing how to meet the customer needs by means-end chains, and thus creating value.

  8. Knowing the correlation between means-end chains and the hierarchy of needs.

  9. Being capable to explain the effects of multiple buying motives.

  10. Knowing the relations between buying motives and advertisement.

Key Question 3:

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