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Customer Analysis
Customer Feedback




Specific value judgments
Satisfaction and unhappiness with purchase
Choice decisions
Customer: Competitive Advantage





What values are they seeking?
How well do we perform compared to our
competitors?
...
Step 1: Identify the customer


Who is the customer?



Customer and Consumer
Decision Making Roles
−
−
−
−
−

Initiato...
Step2: Determining customer value


What are the attributes that create value?




Core and augmented product.

Dissect...
Value is the Ratio of
Perceived Benefits to Price
Value

Product (centric)
differentiation increases Marketing (customer- ...
Step 3: Customer comparison to
competitor
inferior

parity

superior

high
Concentrate here

Keep up the good
work

Import...
Step 3: Positioning Maps
Class
car/distinctive
BMW

Cadillac
Mercedes

Conservative
looking
appeals to
Older people

Porsc...
Step 4: What are the sources of
advantage?


Customers may be lost




Gaps in price range, features or functions
Gaps...
Step 4: What are the sources of
advantage?


Customers may be lost




Gaps in price range, features or functions
Gaps...
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customer analysis

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customer analysis

  1. 1. Customer Analysis
  2. 2. Customer Feedback    Specific value judgments Satisfaction and unhappiness with purchase Choice decisions
  3. 3. Customer: Competitive Advantage    What values are they seeking? How well do we perform compared to our competitors? What are the sources of perceived differences?
  4. 4. Step 1: Identify the customer  Who is the customer?   Customer and Consumer Decision Making Roles − − − − − Initiator Influencer Decider Buyer User
  5. 5. Step2: Determining customer value  What are the attributes that create value?   Core and augmented product. Dissecting the value equation   Identifying if perceived benefits exceeds total costs Customer's perceived benefits – Customer's Cost of product or service = Perceived value.
  6. 6. Value is the Ratio of Perceived Benefits to Price Value Product (centric) differentiation increases Marketing (customer- & economic benefits of brand-centric) the offering differentiation tends to increase the perceived value of the offering Price Cost leadership decreases the costs (& price) of the offering Price Price Costs Economic Value Costs Perceived Value Costs Willingness/Ability to-pay
  7. 7. Step 3: Customer comparison to competitor inferior parity superior high Concentrate here Keep up the good work Importance of product attributes Low priority Possible overkill low inferior parity superior Customer ratings of our product relative to competitors
  8. 8. Step 3: Positioning Maps Class car/distinctive BMW Cadillac Mercedes Conservative looking appeals to Older people Porsche Chrysler Chevrolet Ford Toyota Spirited Performance Appeal to young people VW Practical car affordable (Source: Chrysler 1984 survey)
  9. 9. Step 4: What are the sources of advantage?  Customers may be lost    Gaps in price range, features or functions Gaps in coverage Merchandise or customer contact gaps.
  10. 10. Step 4: What are the sources of advantage?  Customers may be lost    Gaps in price range, features or functions Gaps in coverage Merchandise or customer contact gaps.

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