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