Chapter 2 - External And Customer Analysis

Question 1

Segmentation

Answer 1

Geographic
Sex
Age
Occupation
Lifestyle

Benefits
Price sensitivity
Loyalty
Applications - Siri

Question 2

Customer analysis

Answer 2

What elements of the product/service do customers value most
Customer objectives
How do segments differ in motivation priorities
What changes are occurring in customer motivation? Priorities?
Unmet needs
Why some customers disappointed?
Why changing brands