MKTG6004 Lecture Notes - Lecture 5: Scenario Analysis, Brainstorming
15 Aug 2018
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Need or problem recognition information search evaluation of alternatives purchase and use post purchase behaviour. Internal records direct inputs from technical and marketing departments: problems with this are that ea(cid:272)h suggestio(cid:374) is usually so(cid:373)eo(cid:374)e"s per(cid:272)eptio(cid:374) of (cid:449)hat the (cid:272)usto(cid:373)er pro(cid:271)le(cid:373) is and there is usually a solution given with each suggestion. These problems, including the time and difficulty of actually gathering memories, results in more dependence on active searching for stakeholder problems (making direct contact and asking relevant stakeholders). Problem analysis procedure: reverse brainstorming; participants generate a list of key problems with the product currently in use, then group and prioritise these such that product development can focus on addressing the most important problems. Steps are determine a product category for study; identify/find heavy users; discuss/ gather set of problems associated with product; sort and rank the problems according to severity and/or importance; investigate possible solutions to most common problems.
