10. Slide Customer Expectations and Buying Processes For each segment fill in the following details (example: 35 mm cameras) Advanced Amateurs Photographers Customer profile Awareness of options Collect / read sales literature Technical / subjective appraisal Short list In store demonstrations Purchase Buying process 1. Magazines 2. 3rd party reference 3. Sales person Influences Feature level Reliability Range of lenses KCV’s
11. Competitive Analysis The industry rivalry among existing firms Substitutes Potential Entrants Suppliers Buyers
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Hinweis der Redaktion
MP wb p 11 Existing business å 14 Market trends p 23 Marketing environment p 24- Capabilities Customers Competitors Products/service portfolio