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Customer Analysis in Marketing Management

Customer Analysis in Marketing Management. MAR 331 Fall, 1998. Customer Analysis. Who Where When What How. Customer Analysis. Consumers Business to Business. Customer Analysis. Consumers End use customers Brand loyalty Repurchase. Customer Analysis.

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Customer Analysis in Marketing Management

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  1. Customer Analysis in Marketing Management MAR 331 Fall, 1998

  2. Customer Analysis • Who • Where • When • What • How

  3. Customer Analysis • Consumers • Business to Business

  4. Customer Analysis • Consumers • End use customers • Brand loyalty • Repurchase

  5. Customer Analysis • Business to Business requires special considerations • derived demand • purchaser is often NOT the user

  6. Customer Analysis • Where are my customers? • Invoice data • Warranty cards

  7. Customer Analysis • When Do My Customers Buy? • Demand variation • Changing customer buying patterns

  8. Customer Analysis • What Do My Customers Want? • Recording sales by price range, size and color • Competitive information from independent research firms

  9. Customer Analysis • How Do My Customers Buy? • Recognition of problem • Search for alternatives and info • Buyer’s mental evaluation of alternatives • Purchase • Postpurchase behavior

  10. Customer Analysis • Problem recognition • Depleted inventory • Advertising • Promotions • Store display

  11. Customer Analysis • Search for alternatives and information • Past experience • Brochures • Catalogs

  12. Customer Analysis • Evaluation of alternatives • Standard Learning Hierarchy • Dissonance-Attribution Hierarchy • Low - Involvement Hierarchy

  13. Standard Learning Theory • Cognitive (Perceptual) • Affective (Like - Dislike) • Conative (Purchase) • Buyers are highly involved • Products are clearly differentiated • Mass media/Early PLC

  14. Dissonance-Attribution Theory • Conative (Purchase) • Affective (Like-Dislike) • Cognitive (Perceptual) • Buyers highly involved/products similar • Salesperson important • Early Maturity

  15. Low-Involvement Theory • Cognitive (Perceptual) • Conative (Purchase) • Affective (Like - Dislike) • Low involvement/similar products • Broadcast/Late maturity

  16. Customer Analysis • Buyer’s mental evaluation of alternatives • Friends • Social class • Personality • Lifestyle

  17. Customer Analysis • Purchase • Store location • Skill of the salesperson • Availability of credit

  18. Customer Analysis • Postpurchase Behavior • Speed of repairs • Product durability • Extended warranty

  19. Customer Analysis • How Does My Firm Become Customer Oriented? • Customer Checklist • Plant tours • Customer visits

  20. Customer Analysis • Action and results driven • Encourages initiative • Increases role of staff to customers • Builds trust

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