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All Marketing decisions are designed on the basis of Customer Focus

All Marketing decisions are designed on the basis of Customer Focus. Customer Profile:. Outline of the type of customer likely to purchase product/brand. Developing a customer profile will helps target marketing strategy and activities and is an essential analysis tool.

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All Marketing decisions are designed on the basis of Customer Focus

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  1. All Marketing decisions are designed on the basis of Customer Focus

  2. Customer Profile: Outline of the type of customer likely to purchase product/brand. Developing a customer profile will helps target marketing strategy and activities and is an essential analysis tool. Allows concentration on real potential customers rather than too wide a range of people.

  3. Typical Customer Profile includes: • Who • How • Where • When • Why

  4. Who • are the occupants of segments? • buys our products and why? • buys our competitors' products and why

  5. How • do customers buy? • long does the process last? • do various elements of the marketing programmeinfluence customers at each stage of the process? • and for what do customers use the products? • much are they willing to spend? • often do they buy? • much do they buy?

  6. Where • is the decision made to buy? • do customers actively seek information about the product/outlet? • do customers buy the product

  7. What • benefit does the customer seek? • factors influence demand for the product? • are the important criteria for customers choosing this particular outlet / product? • is the basis of comparison with other products / outlets? • risks does the customer perceive? • services do customers expect?

  8. Why • do customers buy this product? • Basic motivation • do customers choose one brand as opposed to another?

  9. 5 Faces of Customer Profile

  10. Demographic profiling age, sex, race, education, occupation, income, religion, marital status, family size, home ownership or otherwise

  11. Geographic variables : state, country, region, climate, Town vs Country Urban vs Rural PLUS Demographics = Geo-Demographics

  12. Psychographic profiling variables : • Customer's lifestyle, • personality, • Happy Sad Pessimistic Optimistic Introvert Extrovert • values, - how they live their life • attitudes, - how they view the world

  13. Behavioural variables : product usage rate brand loyalty, benefit sought, decision making units,

  14. RFM : Recency, of purchase or use of service Frequency – how often they purchase. Monetary values – how much spent

  15. RFM : Scale 1 to 5 1 = low 5 = high 555 = very good customer

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