Which of the following marketing techniques is best suited to identify and quantify the benefits stakeholders expect from a program during its initial assessment?
Influencer Marketing
Market Segmentation
Market Analysis
Viral Marketing
Market Analysis is the most appropriate technique as it allows program managers to understand market trends and stakeholder expectations, aligning the program with strategic objectives. Other options like Viral Marketing or Influencer Marketing focus on promotion rather than benefits identification.
Reference: ECO Task 6 - Strategic Program Alignment
Analyze the available information about organizational and business strategies, internal and external influences, and program drivers to identify and quantify the benefits that program stakeholders expect to realize using research methods such as market analysis and high-level cost-benefit analysis to develop the preliminary program scope and define the benefits realization plan.
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