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Topic: Student Questions

I'm Doing A Marketing Assignment On A Situation Analysis. I'm Stuck On The Customer Analysis Section Of This Assignment.

Posted by Anonymous on 5/20/2004 at 4:36 AM ET 250 Points
I'm busy doing an assignment for college. It's on a situation analysis for a new company entering into the South African detergent industry. I'm perticulary stuck on the CUSTOMER ANALYSIS part of this assignment. Other information regarding the whole situation analysis will also help me.
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  • Posted by Blaine Wilkerson on 5/20/2004 at 12:07 PM Accepted
    There is a website that may help you:

    www.crmguru.com

    Also try some of the articles on this site:

    https://search.atomz.com/search/?sp-q=CUSTOMER+ANALYSIS+&sp-a=sp1002af2d&sp...

    Good Luck!
  • Posted by Chris Blackman on 5/21/2004 at 2:40 AM Accepted
    Yup. Segmentation. Who are they. Where are they. What do they buy? How/where do they buy it? WHY do they buy it? How much do they usually pay for it. When do they buy?

    How does knowing this help you? (In other words, why did they give you this assignment?)

    Beacuse the more you know about the customer segments, the better you can craft the marketing mix to meet them on their terms. Get the detergent on the right shelves, in the right places, at the right price and time. Describe it in promotional material so they want it. Etc. No good flogging it to 18-25 year olds if the market is out getting their hair rinsed blue.

    ANy q's? Come back here.

    Good Luck

    ChrisB

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