06顾客分析.pptxVIP

市场分析和预测Marketing Analysis Forecasting;Customer Analysis顾客分析;What We Need to Know about Current and Potential Customers;Who Buys and Uses the Products;Buying Roles and Needs/Benefits Sought;Categories for Describing Consumers;Major Segmentation Variables for Consumer Markets;Major Segmentation Variables for Consumer Markets (cont.);Major Segmentation Variables for Consumer Markets (cont.);Lifestyle Typologies;List of Values;Major Segmentation Variables for Business Markets;Major Segmentation Variables for Business Markets: Demographic;Major Segmentation Variables for Business Markets: Operating Variables;Major Segmentation Variables for Business Markets: Purchasing Approaches;Major Segmentation Variables for Business Markets: Situational Factors;Major Segmentation Variables for Business Markets: Personal Characteristics;Key Segmentation Variables Used in Direct Marketing Campaigns in Europe;Multiattribute Model Questions;Bank Perceptual Map;Sources of Customer Value;Measuring Brand Equity;Manifestations of Customer Value;Manifestations of Customer Value cont.;Assessing the Value of the Product Category;Personal Computer Product Category Value;Dollar Metric Example: Soft Drink Preference;Desirable Criteria for Segments;Cluster Analysis Illustration;Cluster Analysis: Phone Company Market Segmentation Scheme;Raw Data: Cranberry Sauce Usage;Cranberry Sauce Usage Percentages;Cranberry Usage Data by Person;Customer Analysis Illustration: Energy Bars;Percent Who Have Eaten Energy Bars in the Last Six Months;Customer Analysis Illustration: Energy Bars;Customer Analysis Illustration: Energy Bars (cont);Customer Analysis Illustration: Energy Bars (cont);Customer Analysis Illustration: Energy Bars (cont);Customer Analysis Illustration: Personal Digital Assistants;PDA Market Segments;PDA Market Segments;Customer Analysis Illustration: PDAs (cont);Important PDA Functions;Customer Analysis Illustration: PDAs (cont);Summarizing Customer Analysis