understandcustomerdifference.pptVIP

Understanding Customer Differences Outline Views of Customers Strategy for dealing with Customers Market segmentation Consumer Psychology Consumer purchase behaviors Perceived Risks Views of customers 80/20 principle Majority fallacy: the blind pursuit of the largest, most easily identified, or most accessible market segment Strategies for Dealing with Customers Unsegmented, mass marketing: Aggregated Standardized offering Low cost/customer Ex: paper clips Market (customer) Segmentation Dividing a Heterogeneous market into a number of smaller, more homogeneous subgroups. Not all buyers are alike. Subgroups of people with similar behaviors or values may be identified Subgroups will be smaller and more homogeneous than the market as a whole. A marketing effort targeted at the unique needs of small groups should be more effective. Typical ways to segment markets Geographic Demographic: gender, income, age, education, marital status, family life cycle, ethnicity, etc. Lifestyles/Psychographics: activities, interests, opinion, value. Behavioral patterns Behavioral Patterns RFM: Recency, Frequency, Monetary value of purchase Channel: catalog, mail, TV, internet, store. Benefits sought: lowest price, best technology, greatest value Services required: telephone support, in-person, email. Loyalty: none, some, emotionally bonded, committed. Permission granted: ask to send email, mail, or phone calls. More Customer Segmentation 創新者 早期採用者 早期多數者 晚期多數者 落後者 Customer Analytical methods On-line analytical processing (OLAP) Data mining Statistical techniques Different consideration for B2C, B2B, and VAPs B2C: mass personalization B2B: Premium, Prospect, Uneconomical, and Undesirable Value added partnerships, VAPs: 消費者心理學 Consumer Decision Process Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Post-purchase Behavior Perceived Risks 財務 產品效能 心理 身體 社會 時間 如何降低知覺風險？ 參考團體訴求 零售商聲譽 品牌形象 保証 CRM 吳明泉博士 2009 CRM 吳明泉博士 2009 Custom Marketin