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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 StrategyMKT 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

Is involved in buying and consuming?

WHAT

Are their choice criteria?

HOW

Do they use the product?

CUSTOMERS

WHEN

Do they buy/use the product?

WHERE

Do they buy?

WHY

Do they buy/use the product?


Information on Future Customers

  • Changes in existing customers

  • Emergence of new customers


Marketing Research


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


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


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


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