Marketing strategy mkt 460
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Marketing Strategy MKT 460. Chapter 4 : Customer Analysis Taufique Hossain. Current Customers – Who is The Customer?. Initiator. Purchase, use and consumption. Influencer. User/consumer. Purchaser. Decider. Understanding Customers – The Key Questions. WHO

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Marketing Strategy MKT 460

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Marketing strategy mkt 460

Marketing StrategyMKT 460

Chapter 4:

Customer Analysis

Taufique Hossain

Marketing strategy mkt 460

Current Customers – Who is The Customer?


Purchase, use and consumption





Marketing strategy mkt 460

Understanding Customers – The Key Questions


Is involved in buying and consuming?


Are their choice criteria?


Do they use the product?



Do they buy/use the product?


Do they buy?


Do they buy/use the product?

Marketing strategy mkt 460

Information on Future Customers

  • Changes in existing customers

  • Emergence of new customers

Marketing research

Marketing Research

Marketing strategy mkt 460

Uses of Qualitative Research

Hearing customer descriptions of things

Providing insights into problems

Generating new ideas

Getting reactions to new ideas

Understanding the findings of large scale projects

Helping structure later research

Marketing strategy mkt 460

Uses of Surveys

To provide quantitative data on markets and customers

To determine customer requirements and expectations

To determine customer behaviour

To determine customer opinions and perceptions

To provide data for segmentation of markets

Marketing strategy mkt 460

Uses of Experimentation

To establish the strength of relationships

To establish causation

To test elements of the strategy

To estimate market potential

To test customer reactions to alternative strategies

Stages in a comprehensive marketing research project

Stages in a Comprehensive Marketing Research Project

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