ExternalandCustomerAnalysis幻灯片.pptVIP

? Copyright 2010 John Wiley Sons Ltd Strategic Market Management Global Perspectives David A. Aaker and Damien McLoughlin ISBN: 978-0-470-68975-2 /college/aaker ? Copyright 2010 John Wiley Sons Ltd * Chapter Two ? Copyright 2010 John Wiley Sons Ltd * External and Customer Analysis “The purpose of an enterprise is to create and keep a customer.” Theodore Levitt “You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new.” Steve Jobs “Without a specific reason for the consumer to behave, without a reward or b