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Marketing Strategy MKT 460

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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  1. Marketing StrategyMKT 460 Chapter 4: Customer Analysis Taufique Hossain

  2. Current Customers – Who is The Customer? Initiator Purchase, use and consumption Influencer User/consumer Purchaser Decider

  3. 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?

  4. Information on Future Customers • Changes in existing customers • Emergence of new customers

  5. Marketing Research

  6. 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

  7. 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

  8. 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

  9. Stages in a Comprehensive Marketing Research Project

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