零点知识库mr_April2003.pptVIP

MARKET RESEARCH -It’s a Great Idea but does Anybody want it? Terry Hanby CRAM International Ltd Urban Myths ‘MR is OK for consumer goods but not for B2B because our customers are more knowledgeable (=more rational)’ ‘MR can only tell you the past and in today’s world innovation needs to be disruptive not incremental’ ‘If Sony had researched the Walkman they would never have launched it!’ The Well-balanced Organisation The Reality What is a Customer/Consumer? A set of unfulfilled needs Key Role of Needs Driving the Supply Chain from the Consumer end! The Demand Chain A Brief History of Mar