UNIT - 2 UNDERSTANDING CUSTOMERS
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THIS UNIT MAINLY DEALS WITH THE PREPARATION OF CUSTOMER DATABASE, WHICH IS ESSENTIAL FOR A BUSINESS TO SURVIVE IN THE ,MARKET ARENA.
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UNIT - 2 UNDERSTANDING CUSTOMERS
- 1. UNIT - II UNDERSTANDING CUSTOMERS BY VARUN KESAVAN E – MAIL ID – VARUNKESAVAN@YAHOO.COM 1
- 2. INFORMATION TO BE INCLUDED IN CUSTOEMR DATABASE CONTACT NAMES JOB TITLE ADDRESS BUYING HISTORY SOURCE OF SALE NAME OF COMPANY METHODS TO CONTACT THEM SOURCE OF LEAD 2
- 3. DEVELOPING CUSTOMER INFORMATION DATABASE DEFINE THE DATABASE FUNCTIONS DEFINE THE INFORMATION REQUIREMNTS IDENTIFY THE INFORMATION SOURCES. SELECT THE DATABASE TECHONOLOGY AND HARDWARE PLATFORM POPULATE THE DATABASE MAINTAIN THE DATATBASE 3
- 4. PROCESS OF ANALYSING CUSTOMER INFORMATION DATABASE EXTRACT CLEAN MERGE ANALYSE 4
- 5. IMPORTANCE OF CUSTOMER DATABASE HELPS IN SEGMENTATION IMPROVED CUSTOMER RELATIONSHIPS TO IMPROVE PRODUCT DELVELOPMENTS CONTRIBUTES TO MARKETING SUCCESS HELPS IN FINDING MOST PROFITABLE CUSTOMERS DATA MGMT UNDERSTANDING CUSTOEMRS CUSTOMER COMMUNICATION 5
- 6. COMPONENTS OF CUSTOMER PROFILE GEOGRAPHIC DEMOGRAPHIC PSYCHOGRAPHIC BUYER BEHAVIOUR 6
- 7. METHODS IN PROFILING CUSTOMRS SURVEYS POINT OFP PURCHASES PROFILE OF PARAMETER DEMOGRAPHICS ENTERPRISES AND BUSINESS MGMT 7
- 8. ASPECTS OF CUSTOMER PROFILE ANALYSIS SYSTEMATIC ANALYSIS OF CUSTOMERS CREATING LONG TERM VALUE OF CUSTOEMRS MKT SEGEMENTATION 8
- 9. MKT SEGMENTATION BASIS GEOGRAPHIC VARIABLES DEMOGRAPHIC VARIABLES PSYCHOGRAPHIC VARIABLES BEHAVIOURAL VARIABLES 9
- 10. BENEFITS OF CUSTOMER PROFILE ANALYSIS IDENTIFYING BEST CUSTOMER PLANNING OUT RETENTION PLANS FOR NEW CUSTOMERS INDUCING FURTHER BUYERS FROM EXISTING CUSTOMERS IMPROVING CUSTOMER SERVICE ENHANCING MKT SHARE EFFECTIVE CAMPAIGN PLANNING 10
- 11. CUSTOMER VALUE IT IS THE SATISFACTION OF CUSTOMER REQUIREMENTS AT THE THE LOWEST TOTAL COST OF ACQUISITION, OWNERSHIP AND USE 11
- 12. FEATURES OF CUSTOMER VALUE CUSTOMER DEFINED OPAQUE CONTEXTUAL MULTI – DIMENSIONAL TRADE – OFF RELATIVE MIDSET 12
- 13. CLASSIFICATION OF CUSTOMER VALUE FUNCTIONAL VALUE SOCIAL VALUE EMOTIONAL VALUE CONDITIONAL VALUE 13
- 14. MEASUREMENT OF CUSTOMER VALUE THE EXPECTED PERFROMANCE OF A PRODUCT OR SERVICE PRIOR TO PURCHASE AND USE, AND THE PERCEPTION OF OF ACTUAL PERFORMANCE DURING AND AFTER USE. 14
- 15. VALUE DELIVERY PROCESS IDENTIFYING APPROPRIATE CUSTOMER VALUE SEGMENTS. DESIGNING VALUE DELIVERY SYSTEMS. PLANNING CUSTOMER VALUE DELIVERY STRATEGY. VALUE ENHANCEMENT 15
- 16. PLANNING CUSTOMER VALUE DELIVERY STRATEGY. IDENTIFY THE VALUE CHOOSE THE VALUE VALUE CREATION/VALUE DELIVERY VALUE COMMUNICATION ASSESSING VALUE 16
- 17. CUSTOMER VALUE AND SATISFACTION 17 PRODUCT VALUE SERVICE VALUE IMAGE VALUE PERSONAL VALUE TOTAL VALUE MENETARY COST TIME COST PSYCHIC COST ENERGY COST TOTAL COST CUSTOME R DELIVERE D VALUE
- 18. BUYING ROLES OF CUSTOMERS INITIATOR INFLUENCER DECIDER GATEKEEPER BUYER USER 18
- 19. DIMENSIONS OF CUSTOMER BEHAVIOUR WHO BUYS WHEN CONSUMERS BUYS HOW CONSUMERS BUY WHERE DOES CONSUMER BUY WHY DOES CONSUMER BUY 19
- 20. BUYING HABITS OF CUSTOMER COMPLEX BUYING BEHAVIOUR REDUCING BUYING BEHAVIOUR HABITUAL BUYING BEHAVIOUR VARIETY SEEKING BUYING BEHAVIOUR 20
- 21. INDIVIDUAL CUSTOMERS THE END USER CONSUMER INDIVIDUAL USER 21
- 22. INDIVIDUAL CUSTOMERS DECISION MAKING PROCESS STEP – 1 PROBLEM RECOGNITION STEP – 2 PRE – PURCHASE INFORMATION SEARCH STEP – 3 EVALUATION OF ALTERNATIVES STEP – 4 PURCHASE DECISION STEP – 5 POST PURCHASE BEHAVIOUR 22
- 23. GROUP CUSTOMERS ARE REFERRED TO AS INDUSTRIAL MARKETS( ALSO REFERRED TO AS PRODUCER/ MANUFACTURER/ORG MARKET) 23
- 24. GROUP CUSTOMER DECISION MAKING PROCESS STEP – 1 PROBLEM RECOGNITION STEP – 2 GENERAL NEED DESCRIPTION STEP – 3 PRODUCT SPECIFICATION STEP – 4 SUPPLIER SEARCH STEP – 5 PROPOSAL SOLICITATION STEP – 6 SUPPLIER SELECTION STEP – 7 PURCHASE ROUTINE SELECTION STEP – 8 POST PURCHASE EVALUATION 24
- 25. IMPORTANCE OF CUSTOMER BEHAVIOUR PRODUCTION POLICIES PRICE POLICIES DECISION REGARDING CHANNELES OF DISTRIBUTION DECISION REGARDING SALES PROMOTION EXPLOITING MARKETING OPPORTUNITIES RAPID INTRODUCTION OF NEW PRODUCTS IMPLEMENTING MARKETING CONCEPT 25