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M4430+08+P08+Customer+Analysis

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

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Customer Analysis William R. Forrester, Ph.D.
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Objectives Where customer analysis fits into the MOA process What we need to know in order to develop customer profiles Customer value
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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
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What is a customer profile? A customer profile is a description of the typical customer Customer profile adds richness to basic geo-demographic descriptions
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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
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Who buys and uses the product? Buyers versus users Initiator Influencer Decider Purchaser User
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Who buys and uses consumer goods Most popular ways of describing buyers Demographic Socioeconomic Personality Psychographics and values
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Who buys and uses industrial goods?
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