Aaker Chapter 3 - PowerPoint PPT Presentation

1 / 8
About This Presentation
Title:

Aaker Chapter 3

Description:

Title: No Slide Title Author: Jim Prost Last modified by: E. A. Johnson Created Date: 7/1/1997 2:57:40 AM Document presentation format: On-screen Show – PowerPoint PPT presentation

Number of Views:186
Avg rating:3.0/5.0
Slides: 9
Provided by: JimP183
Category:

less

Transcript and Presenter's Notes

Title: Aaker Chapter 3


1
Aaker Chapter 3
Customer Analysis
2
The purpose of an enterprise is to create and
keep a customer. - Theodore Leavitt
3
Customer Analysis
  • Who Are They
  • What Do they Buy?
  • How Do they Choose?
  • Why Do they Select?
  • Where Do they Buy It?
  • When Do They Buy It?

4
Buying Roles/ Needs Benefits
  • Initiator
  • Influencer
  • Decider
  • Purchaser
  • User

5
Major Consumer Variables
  • The SRI Services
  • VALS 2
  • Ivals
  • Business Trends

6
Variables For Business Markets
  • Demographic
  • Operating
  • Purchasing Approaches
  • Situational Factors
  • Personal Approach

7
Segmentation
  • How should segments be defined?
  • Benefit Segmentation
  • Price Sensitivity
  • Loyalty
  • Application Segmentation
  • Multiple Segment versus Focus Strategy

8
Customer Motivation Analysis
Identify Motivations
Group and Structure Motivations
Assess Motivation Importance
Assign Strategic Roles to Motivations
Figure 3.6
Write a Comment
User Comments (0)
About PowerShow.com