bus 201 discussion question chapter 7 marketing identifying the customer and problem
factors influencing customer decisions
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BUS 201 Discussion Question Chapter 7
marketing
Part 1: Identifying the Customer and Problem
Part 2: Factors Influencing Customer
Decisions
, Discussion Question Chapter 7: Customer Profile
Instructions:
Write a post for the Discussion Forum on this topic, addressing the questions below. Each part should be 1–2
paragraphs or several bullet points in length.
Part 1: Identifying the Customer and Problem
Describe a primary decision maker in your target segment: who they are, what they like, how they make buying
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decisions. Describe the primary problem(s) your organization, product or service will help them solve.
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Part 2: Factors Influencing Customer Decisions
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o.
Provide a brief profile of your target segment using at least three of the following categories:
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Geographic characteristics: e.g., location, region, population size or climate.
Personal and demographic characteristics: e.g., age, gender, family size, family life stage, income,
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personality.
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Social and Psychological characteristics: e.g., culture, social class, lifestyle, motivation, attitudes,
reference groups, beliefs.
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Situational characteristics: e.g., buying situation, level of involvement, market offerings, frequency of
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use, brand loyalty.
B2B/organizational buying considerations: e.g., individual factors, organizational factors, business
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environment factors, types of complexity
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Part 3: Reaching the Customer
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Based on this profile, identify 2–3 marketing strategies or tactics you believe would be effective at reaching this
target segment, and briefly explain why they are a good fit.
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