Chapter 5 - Outline

Chapter 5 - Outline - Customer Analysis MKTG 350 Tuesday,...

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Customer Analysis MKTG 350 Tuesday, February 12
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Today’s Objectives Discuss the elements of a customer analysis Who buys and uses the product? What customers buy and how they use it? Where customers buy? When customers buy? How customers choose? Why customers prefer a product? How customers respond to marketing programs? Will customers buy the product (again)?
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Who buys and uses the product? Descriptor Variables: Consumer Products Demographic Socioeconomic Psychographics Geographic Behavioral Descriptor Variables: Industrial Products Demographic Operating Variables Purchasing Approaches Situational Factors Personal Characteristics See pages 141 – 144 in text
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Who buys and uses the product? Initiator Influencer Decider Purchaser User
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they use it? Customers purchase ______________
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Chapter 5 - Outline - Customer Analysis MKTG 350 Tuesday,...

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