M4430+08+P08+Customer+Analysis

M4430+08+P08+Customer+Analysis - Customer Analysis William...

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Unformatted text preview: Customer Analysis William R. Forrester, Ph.D. Objectives Where customer analysis fits into the MOA process What we need to know in order to develop customer profiles Customer value Overview of the MOA Process Define the market Analyze market structure and identify segments Profile customers Identify and profile key competitors Estimate market size Evaluate market opportunity What is a customer profile? A customer profile is a description of the typical customer Customer profile adds richness to basic geo-demographic descriptions What we need to know about customers Who they are What they buy Where they buy When they buy Why they select a brand Will they buy again Sensitivity to the marketing mix Who buys and uses the product? Buyers versus users Initiator Influencer Decider Purchaser User Who buys and uses consumer goods Most popular ways of describing buyers Demographic Socioeconomic Personality Psychographics and values Who buys and uses industrial goods?...
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This note was uploaded on 04/03/2008 for the course MKTG 4780 taught by Professor Smith during the Spring '08 term at Kennesaw.

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M4430+08+P08+Customer+Analysis - Customer Analysis William...

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