ENG ELC 220 Lecture Notes - Lecture 29: Relationship Marketing, Customer Retention, Cluster Analysis
30 Oct 2020
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Customer analysis pp. 26-73: customers (not products) are the ultimate source of operating income. Increased focus: customer-centric, customer voice, touch points places where customer comes in contact with company or product, customers = current customers, customers of competitors and current noncustomers & immediate customers (e. g. walmart) and final customer. What we need to know about customers: who buyers and uses the products. Buyers vs. users: for most industrial goods and many consumer products, the who must be broken into: Initiator: identifies the need for product: influencer: has informational or preference input to the decision, decider: makes the final decision through budget authorization, purchaser: makes the actual purchase, user. Interests (art, music: p. 30 lifestyle typologies: vals, vals2, globalscan, lov. 1. attributes: collecting attributes through focus group research, or survey based methods. 2. perception: often done by direct questioning, multidimensional scaling, perceptual mapping (indirect approach, labels of dimensions can be determined by management judgement or estimated based on information collected from the respondents.
