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ID:39743479
大小:1.91 MB
页数:46页
时间:2019-07-10
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1、市场分析和预测MarketingAnalysis&Forecasting教师:黎文时间:2010.09电子邮件:wli@scut.edu.cn联系电话:13826288208CustomerAnalysis顾客分析WhatWeNeedtoKnowaboutCurrentandPotentialCustomersWhobuysandusestheproductWhatcustomersbuyandhowtheyuseitWherecustomersbuyWhencustomersbuyHowcustomerschooseWhytheypreferaproductHowtheyresp
2、ondtomarketingprogramsWilltheybuyit(again)?WhoBuysandUsestheProductsInitiator-whoidentifiestheneedforproductInfluencer-whohasinformationalorpreferenceinputtothedecisionDecider–whomakesthefinaldecisionthroughbudgetauthorizationPurchaser–whomakestheactualpurchaseUserBuyingRolesandNeeds/BenefitsSo
3、ughtCategoriesforDescribingConsumersDemographicSocioeconomicPersonalityPsychographicsandvaluesMajorSegmentationVariablesforConsumerMarketsMajorSegmentationVariablesforConsumerMarkets(cont.)MajorSegmentationVariablesforConsumerMarkets(cont.)LifestyleTypologiesListofValuesSelf-respectSecurityWarm
4、relationshipwithothersSenseofAccomplishmentSelf-fulfillmentSenseofbelongingRespectfromothersFunandenjoymentExcitementMajorSegmentationVariablesforBusinessMarketsDemographicOperatingvariablesPurchasingapproachesSituationalfactorsPersonalcharacteristicsMajorSegmentationVariablesforBusinessMarke
5、ts:DemographicIndustry:Whichindustriesshouldwefocuson?Companysize:Whatsizecompaniesshouldwefocuson?Location:Whatgeographicareasshouldwefocuson?MajorSegmentationVariablesforBusinessMarkets:OperatingVariablesTechnology:Whatcustomertechnologiesshouldwefocuson?User/Nonuserstatus:Shouldwefocusonhea
6、vy,medium,lightusersornonusers?Customercapabilities:Shouldwefocusoncustomersneedingmanyorfewservices?MajorSegmentationVariablesforBusinessMarkets:PurchasingApproachesPurchasing-functionorganizations:Shouldwefocusoncompanieswithhighlycentralizedordecentralizedpurchasingorganizations?Powerstruct
7、ure:Shouldwefocusoncompaniesthatareengineeringdominated,financiallydominated,etc.?Natureofexistingrelationships:Shouldwefocusoncompanieswithwhichwehavestrongrelationshipsorsimplygoafterthemostdesirablecompanies?Generalpurchasepoli
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