某汽車培訓(xùn)材料——產(chǎn)品策略※品牌管理(3)-文庫吧
2024-12-24 07:55 本頁面
【正文】 ted Delight Secret Example Consumer wants an inexpensive car Consumer wants a car whose operating cost, not its initial price, is low Consumer expects good service from the dealer Consumer buys the car and receives a plimentary . road atlas Consumer wants to be seen by friends as a valueoriented savvy consumer Source: Kotler, Philip。 Marketing Management Consumer Insight The Key to Product ? Hits? Customer Satisfaction/ Owner Loyalty Segmentation Tools Trends Analysis ?Product Satisfaction ?Sales Service Satisfaction ?Dealer Satisfaction ?Owner Loyalty ?Buyer Studies ?Market Pulses ?NeedsBased Segmentation ?Attitudinal Segmentation ?Generational Cohorts ?Consumer Insight Experience ?Consumer Immersions ?Ethnographics ?Brand Personality ?Styling/Package ?Market Offering ?Ad Testing ?Brand Tracking ?Futures Research Consumer Immersion Brand/Product Perception You Need To ? Listen With Your Eyes? 8 ?Demographic / Vehicle Use ?Age: 2025 ?Ine: over US$5M ?Education: NONE ?Vehicle: Limo Ways of Getting ? Consumer Insight? ?Interviewing ?Ethnographic Interviews ?Observation Research ?Attitudinal Customer Insight ?Needs Based Customer Segmentation Space: the Final Frontier Want It, Buy It Family Transport Men Behaving Badly Comfortable Shuttle Designer Knockoff ?Brand Imaging Truck ?Consumer Immersion Consumption Consumption Total reasonable market potential for the brand Adjacent People who we will attract with elements of the brand, but not the focus of our ? delighting? efforts Adjacent Core Target Core Target The most ? valuable? customers we want to delight with a total brand experience Targeting Target Customer Description: ? What hobbies does this person have? ? What lifestage is this person in? ? What is most important in this person’ s life? ? What are this customer’ s
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