Customer-AnalysisPPT课件

.,1,CustomerAnalysis,Itiscriticaltoknowyourcustomer!,.,2,Whatweneedtoknow,Whobuysandusestheproduct/serviceWhatcustomersbuyandhowtheyuseitWherecustomersbuyWhencustomersbuyHowcustomerschooseWhytheypreferaproductHowtheyrespondtomarketingprogramsWilltheybuyit(again)?,.,3,Whobuysandusesproduct/service,Initiator(identifiesneedforproduct/service)Influencer(providesinfoorpreference)Decider(decidesonspendingthemoney)Purchaser(makesthepurchase)User,.,4,Example:summervacation,Initiator:childwantsfunInfluencer:cousinwantsplacehehasfoundDecider:fatherwantslowcostPurchaser:motherwantshappyfamilyUser:wholefamilywantstoenjoythemselves,.,5,Consumersegments,GeographicDemographicPsychographicBehavioral,.,6,GeographicSegments,Regionofcountry:western,centraloreasternCity,townorvillageClimate:northern,southern,.,7,DemographicSegments,Agecategory:Gender:male,femaleFamilylifecycle:single,married,youngchild,olderchild,“emptynest”,elderlyIncomecategory:lower,middle,upperOccupation:professional,managerial,etc.Education?Religion?Ethnicgroup?Nationality?,.,8,PsychographicSegments,AIOs(attitudes,interestsandopinions)Personality:gregariousandsociable,nostalgic,Up-to-date,tospendbeyondonesmeans/over-consumepersonalitystability:todevelopastablecustomerteamAdaptabilityandshiftofpersonality:environmentchange,externalstimuli,personalconceptchange-anewconsumptionpatternanddemandanewmarketspace,.,9,Interest:anactivemotivation,inspiringthepersontoknowaboutsthandtoexploreit.Itcancreateanactiveandcreativeaction.Sportsfans,calligraphy,curio/antiquelovers,PekingOperaloverslife-longviewersforPekingPerfomanceInterestandPurchasing:.Tomotivatepurchasing:moreknowledge,preference,.,10,Topushcustomertobuycertainproduct:activeattitudeshortenthepurchasingtime.AnstableinterestwillreinforcerepeatedpurchasingInterestfocusing:Product;service;fashion;entertainment;sentiment;specialfestivals,.,11,PersonalityThrifty,conservative,casual,habitual,serious,critical,passive,.,12,JapaneseAutomobilesMarketingtoAmericaGlassbottle-Paperpackagebeverage,.,13,Behavioral,Occasions:regular(e.g.,breakfast),specialBenefits:quality,service,economy,speedUserstatus:user,non-user,first-time,regularUsagerate:none,medium,heavyReadinessstage:unaware,awarereadyAttitudetowardproduct:positive,neutral,negative,.,14,Businesssegments,DemographicsOperatingvariablesPurchasingapproachesSituationalfactorsPersonalcharacteristics,.,15,OperatingVariables,OperatingtechnologiesUserstatus:non-users,light,medium,heavyNeedforservices:fewormany,.,16,Purchasingvariables,CentralizedordecentralizedpurchasingStructure:e.g.,financiallyorengineeringdrivenRelationships:quanxi?Purchasepolicies:leasing,renting,bids,etc.Criteria:quality,service,price,.,17,Situationalfactors,Urgency:quick,flexibledeliveryApplications:specificorcomprehensiveSizeoforder:small,large,orany,.,18,Personalcharacteristics,SimilarityAttitudetowardriskLoyalty(relationshipmanagement),.,19,Whatcustomersbuyandhowuse,CustomersbuybenefitsnotfeaturesHolenotdrillDeliverynottruckingbutdontignorefeaturesCustomersbuyuniqueassortmentCustomersvaryinhowproductsareusedHome,office,picnicBreakfast,snack,dinnerDentalflossforsewingupturkeysCustomersvaryinhowproductsarecombinedCoffee,teaorwinewithmealT-shirtwithjeans,.,20,Wherecustomersbuy,StorelocationPersonalcomputersSpecialtyretailertodiscounterFreshvegetablesGreengrocertosuper-supermarketBooksSmallbookstoretoAmazonAirlineticketsTravelagenttoInternet,.,21,Wherecustomersbuy,InFrancePickupwineandbreadonwayhomeInGermanyGetpastryfrombakeryonSundayInIndiaSelectvegetablesfromcartsInUSBuylunchfromvendorsonstreetcorners,.,22,Whencustomersbuy,80%of“DunkinDonut”salesinmorning80%ofretailerssalesbeforeChristmasOutdoorgrillsboughtinMaySnowshovelsboughtinOctober,.,23,Whycustomerspreferaproduct,Value:benefitscomparedtocostsImportanceofusagesituationEffectivenessofproductcategoryinsituationRelativeeffectivenessofbrandinsituationBasedonperceptionsnotnecessarilyreality,.,24,Sourcesofcustomervalue,Economic(particularlyinB2B)FunctionalService:before,duringandaftersalePsychologicalImageand“feel”andstatus“brandequity”(later),.,25,Signs(benefits!)ofCustomerValue,PricePriceSensitivitySatisfactionComplaintsWord-of-mouthProfitSalesCompetitiveActivityRepeatpurchase,.,26,CategoryValueofYoghurt,UseImportanceCompetitionRelativeCategoryValueEffectiveness(IMPXREL)FastBreakfastsomecerealgoodfairlyhighHealthySnackhighchipsverygoodveryhighL0-callunchhighsandwichverygoodveryhighDinnerdessertsomeicecreamOKfairlylow,.,27,Repurchaseintent,SatisfactionExpectations:speedofrepairsPerceivedperformance:durability,extendedwarrantyBrandloyalty-repurchaseIntentionstopurchase“Wouldyoubuy?”“Howmuchwillyoubuyof?”,.,28,needrecognitionDemandisthestartingpointforpurchasing,climbingtoacertainlevel,drivingbuying.Internalstimuli;externalstimuli:odor/designandpatternstyleToknowthedemandrelatedtotheproductTocreatethestimulitoarouseneed,totriggertheimpulsetobuy,.,29,informationsearchInformationsource:experience,personal(family,etc),public,businessmediaTodesigninfospreadingchannel,.,30,evaluationofalternativesAttributes