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Decorator 45 96 37 178
½
ë -egression analysis ± used when the product
manager can specify explicit relationship
between a dependent variable and one or
more descriptor variables.
½
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O
ë !
± what customers get for what they
pay; firm produces features but customers
buy benefits
ë 2
± the number of brands
purchased by customers in the segments
ë ± how customers use the product
including when, where, how and with what
else they use the product
½ |
ë An analysis of where customers make purchase
decisions is a critical input into decisions about the
channels of distribution. The channels must adapt to
changing patterns of customer purchase location.
ë Channels are not fixed because customers migrate to
other channels as their information needs and other
market conditions change
½ |
ë -efers to the season of the year customers
buy a particular product. For fast food
restaurants we talk about breakfast, lunch,
merienda, dinner, capital equipment purchase
is made near the end of the fiscal year.
Customers buy in malls during paydays,
bonuses, and when there is a sale.
½ |
ë This examines why customers make
purchase decisions, in particular why they
choose one product over another.
ë Customer value is what the product is worth
to the consumer in terms of economic (net
financial benefit), functional (performance),
and psychological (brand equity)
½ |
The following are manifestations of customer
value:
Price ± company¶s assessment of the
product¶s value
Price sensitivity ± customers¶ reaction to
price changes
Complaints and compliments
½ord of mouth
½ |
Margin ± higher margin indicates more
value
Peso sales ± higher market share means
high value
Competitive activity
-epeat purchase rate ± high loyalty
indicates high brand value
| |
ë Physical characteristics, benefits sought
ë Perceptions
ë -andom events like special in-store displays,
promotions, referral, etc.
| |
Consumer decision-making is also dependent
on the level of difficulty of the problem they
are trying to solve.
ë
2 situations
are generally found among first time
purchasers and with products that are
technologically new.
| |
ë A
A2 assumes that
the customer understands the basic
functioning of the product. Ot involves
comparison of alternatives.
ë -
-2 purchases
follow a predetermined rule for making
decisions.
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Segment Size Characteristics Distinctive Attribute
)
÷
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8% Age 25-44 Onnovators
½ell educated young professionals, High use of pagers (20% of
tend to hold advanced degrees segment)
Team leaders, project managers Not very mobile but need
mobile products
15% Similar profile to Collaborators Not as likely to adopt new
products as Collaborators
8% Least mobile; Heavy e-mail users
Youngest segment (many under 35) Virtually all are PC users but
Seldom work with others not portable users
Mostly finance and telemarketing
*
16% Like Hermits but older Typically connect to corporate
Diverse collection of technical network when traveling
professionals in small to medium-size Highest connect times of any
companies group
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+ 11% -un small business Highest portable PC purchase
intention in next 12 months;
shifting to portable PC as
primary computer
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