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Customer Analysis - Marketing - Lecture Slides, Slides of Marketing Management

Marketing is among the core subjects in Management field. In the following Lecture Slides, the Lecturer has put emphasis on these fundamentals of marketing : Customer Analysis, Consumer Behaviour, Consumer Segments, Industry, Service Consumed, Purchase Decision, Benefit Sought, Price Sensitive, Marketing Information, Information Base

Typology: Slides

2012/2013
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Uploaded on 07/29/2013

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What/Why Customer Analysis?
Benefits of Customer Analysis
Develop a key insights regarding consumer behaviour specially:
Who buys?
What do they buys? (core benefit sought)?
When do they buy?
How often do they buy?
Where do they buy?
Who else is involved in the purchase decision?
How is the product/service consumed?
Where is it consumed?
What influences their purchase?
How price sensitive are they?
By answering these questions will assist you to segment the industry and
identify consumer segments.
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What/Why Customer Analysis?

Benefits of Customer Analysis

 Develop a key insights regarding consumer behaviour specially:

 Who buys?  What do they buys? (core benefit sought)?  When do they buy?  How often do they buy?  Where do they buy?  Who else is involved in the purchase decision?  How is the product/service consumed?  Where is it consumed?  What influences their purchase?  How price sensitive are they?

 By answering these questions will assist you to segment the industry and

identify consumer segments.

Information Base for understanding consumer

behaviour

Marketing Information System:

Consumer Behaviour

Passive and Active Learning?  What’s Passive Learning? Is learning occurs in a situation wherein an individual is in a relaxed state and does not pay attention to the message but retain information randomly because of repetition  What’s Active Learning? More and clear information is needed, searching, comparing and getting more information about a particular product/service.

Consumer Behaviour (continue…)

Need Recognition Information Search Evaluation of Alternatives Purchase Decision Post-Purchased Evaluation

Consumer Behaviour (continue…)

Feedback Buyer Decision Process

Consumer Behaviour (continue…)

NeedsUtilitarian Needs : seek to achieve practical benefit from a product

 Eg. Durable car, economical computer or warm clothing…

Hedonic Needs : seek to achieve pleasure from a product

 Eg. Gucci, Louis Vuitton,Macerati Car…

Consumer buying roles

Buying decision initiator influencer buyer decider User Initiator: the person who first suggests or thinks of the idea of buying a particular product or service Influencer: a person whose views or advice carry some weight in making the final buying decision. Decider: the person who ultimately makes a buying decision or any part of it – whether to buy, what to buy, how to buy or where to buy Buyer: the person who make an actual purchase. User: the person who consumes or uses a product or service

Segmentation (continue…)

Geographic

 Region

 Country/ city size

 Density

 Climate

Demographic

 Age

 Gender

 Family size

 Income

 Occupation

 Religion

 Race

 Nationality

Psychographic  Social class  Lifestyle  Personality  Behavioural  Purchase occasion  Benefit sought  User status  Loyalty status  Readiness status  Attitude toward product

Segmentation (continue…)

  • Identify bases for segmenting the market
  • Develop profiles of resulting segments Market Segmentation
  • Develop measures of segment attractiveness
  • Select the target segments(s) Market Targeting
  • Develop positioning for each target segment
  • Develop marketing mix for each target segment Market Positioning