UGBA 10 Study Guide - Final Guide: Psychographic, Internal Communications, Battery Pack

• School: Berkeley
• Department: Business Administration Undergraduate Program
• Course: UGBA 10
• Professor: Banks Cristina

Document Summary

The customer need we address / the end benefit we provide. Market group of end users with a need and the desire and means to fill it. Customer segmentation - how marketers group customers / generate insights for marketing depe(cid:374)ds o(cid:374) (cid:449)hat the(cid:455)"(cid:396)e offe(cid:396)i(cid:374)g: demographic, needs pain points, challenges, psychographic personality traits, lifestyle, interests, behavioral purchase frequency. Sources of customer insights: internal sources, employees, sales data, external sources, customer advisory boards, 3rd party research, market research, social media. Strategy drives marketing investment - strategy insights investment. Customer decision making process (dmp) marketing funnel. Not linear different tactics and metrics best suited for addressing different dmp steps. Customer decision process - spiral-shaped consumer travel dmp: trigger i want to travel, consider look for flights, evaluate purchase advocate, experience advocate. Dmp conversion drivers 4 ps - levers used to reach target customer with intended positioning, move them through customer decision process & achieve their objectives.