個案資料
了解個案內容與學習目標，選擇授課教師及使用課程。
Linking Products and Consumers: The Consumer Benefit Ladder Approach
內容大綱
This note provides a brief overview of the consumer benefit ladder (CBL) technique, a tool used to uncover why consumers buy particular products or services. CBLs are similar to means-end chains, hierarchical value maps, and so forth.