You and Your Customer

The Capable Manager -- Book 10

The Open University

Publisher: The Open University, 1996

ISBN: 0-7492-4921-8

Synopsis:

Toggle Synopsis

Table of Contents:

Toggle Table of Contents

• Session 1 Buyer Behaviour and Market Segmentation
• Introduction
• 1.1 Factors that Influence Buying Behaviour
• Organisational buying
• 1.2 A Model of Repeat Purchasing
• 1.3 Market Segmentation and Targeting
• Segmentation
• Segment viability
• Targeting
• Summary and objectives
• Session 2 Marketing Research
• Introduction
• 2.1 What Data and Information Do I Need?
• The decisions you are trying to make
• The decision-making process
• 2.2 How Do I Collect Information?
• Secondary data
• Internal data
• External data
• The trouble with secondary data
• Primary data
• The research process: the manager's role
• 2.3 Qualitative Research Methods
• Focus groups
• In-depth interviews
• Projective techniques
• Observation
• 2.4 Quantitative Research Methods
• Surveys
• Experiments
• Physiological measures
• 2.5 Marketing Research by Walking Around
• Summary and objectives
• Session 3 Communicating with Customers
• Introduction
• 3.1 External and Internal Audiences
• External audiences
• Internal audiences
• 3.2 Communicating a Message
• Vehicles for communication
• 3.3 Impersonal Vehicles for Communicating Messages
• Advertising
• Television
• Press
• Radio
• Cinema
• Outdoor advertising
• Sales promotion
• Public relations
• Publicity
• Sponsorship
• 3.4 Personal Vehicles for Communication
• Personal selling
• Direct marketing (personalised selling)
• Trade fairs and exhibitions
• Internal media
• 3.5 How Does Advertising Work?
• Advertising persuades
• Advertising suggests
• Assessing conflicting beliefs about advertising
• 3.6 The Communications Mix
• Summary and objectives
• Session 4 Preparing a Communications Plan
• Introduction
• 4.1 Commissioning an Agency
• 4.2 Designing a Plan
• Defining the plan
• Marketing objectives
• Target audience
• Target audience behavior
• Creative content
• Emotional response
• Benefit claim
• Media selection
• 4.3 Revising the Plan
• Monitoring performance
• Some diagnostic measures
• Summary and objectives