Training_consumer behavior_client.pptVIP

华南国际市场研究有限公司2003年6月 消费者行为研究 Understanding the Consumer - the key to maximum growth 议题 为什么要理解消费者 从消费者观察到消费者洞察 如何获得消费者洞察 案例研究1：NIKE 案例研究2： SIMENS Research International’s Key Business Practice Areas Consumer Understanding Innovation Branding and Communication Category Management Customer Relations Service Measurement Why consumer understanding? “Market research can help … create a much better understanding of the relationship of our consumers with our products ensure better insight into the consumer identify new markets and business opportunities” Why consumer understanding? Ten important