Deck 2 - Session 1 - Module 2 - SCORE Framework + Workshop - Delivered (1)

Participants are instructed to work in pairs.
Task: Download attached Excel spreadsheet for categorization.
Discussion: Groups will discuss with their neighbor the rationale behind grouping the ten uncertainties found in column A of the spreadsheet.
Criteria: No right or wrong way to group uncertainties; the method is subjective.
Output Required:
- Use descriptive names for each category to explain the logic behind the groupings.
- Multiple dimensions may be used for categorizing.
- Clearly name both the dimension(s) used and the resulting categories.
Action: After discussion and personal reflection, participants must save their file (including "ICA-1" in the filename) and upload it.
Note: Some submissions will be randomly selected for discussion in class.

Identifying the market — How do we find and reach the right customers?
What marketers may not know about customers.
Strategies to appeal to multiple audiences or customer groups.
Price uncertainty — An entrepreneur is uncertain about the price at which customers will buy.
Technological uncertainty affecting market dynamics.
Methods for reaching the intended audience effectively.
Customer pricing willingness for products or services.
Predicting customer behavior can be uncertain.
Uncertainty surrounding market trends that affect decision-making.
Understanding market price fluctuations.

Definition: A stakeholder is defined as a person or group who cares about the answer to a specific inquiry, has ownership over decision-making, or is impacted by the outcome of such inquiries.
Primary focus: This typically involves the firm, company, or marketer.
Additional Stakeholders Include:
- Customers
- Government entities
- Competitors within the industry
- Industry as a whole
- Non-governmental organizations (NGOs)

Definition: Context in research refers to the set of conditions in which a research question is posed and the constraints present during