產(chǎn)品策略及品牌管理(存儲版)
【正文】 oducts with similar quality and performance Productbased petitive advantages are short lived Consumers are looking for ways to simplify choices Globalization and Powerful Global Brands Consumer Insight Provides Basis for Consistently Delighting Consumer Types of Needs Stated Real Unstated 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
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