Customer Analysis & Market Requirements

Question 1

Different types of needs

Answer 1

Physical
Social
Psychological

Question 2

How do we identify needs?

Answer 2

Market research
Business Intelligence

Question 3

Key questions for identifying consumer

Answer 3

Who is important?
Where do they buy?
How do they buy?
When do they buy?`
What are their choice criteria?

Question 4

Different types of people involved in a purchase

Answer 4

• Initiator – Begins by considering to solve a problem
• Influencer – Persuader
• Decider – Power and/or financial authority
• Buyer – Effectuates the purchase
• User – Consuming/using the product

Question 5

Five stages of consumer decision making

Answer 5

Need regocnition
Search for information
Evaluation of alternatives
Purchase decision
Post purchase evalutation

Question 6

4 types of choice criteria for making a purchase

Answer 6

Technical
Economic
Personal
Social

Question 7

Buy phases for orginazations, decision making process

Answer 7

Recognition of problem
Determination of specification and quantity
Search for and qualification of potential sources
Acquisition and analysis of proposals
Evaluation of proposals and selection of suppliers
Selection of an order routine
Performance feedback and evaluation

Question 8

Three buy classes

Answer 8

• New task – When the need has not occured previously
• Straight rebuy – Buys previously purchased items from ”old” suppliers
• Modified rebuy – Buys previously purchased items from ”new” suppliers

Question 9

Sales in B2B, identify who..

Answer 9

• Who has authority
• Who can influence others
• Who has knowledge
• Who is the actual decisionmaker
• Who is who (who does what)

Question 10

Internal continuous data is

Answer 10

• Financial data
• Profitability (product, customer, distribution channel)
• Customer behaviour

Question 11

Internal ad-hoc data is

Answer 11

• Data for a specific/ad-hoc purpose
• Changes due to promotion activities
• Introduction of new products

Question 12

Types of marketing research

Answer 12

• Ad-hoc research (one-time studies)
• Continuous research

Question 13

Ethical issues in marketing research

Answer 13

• Intrusion of privacy – Regulations (GDPR)
• Misuse of findings – Looking to confirm something
• Selling while calling it marketing research

Question 14

Exploratory research is

Answer 14

Preliminary exploration of a research area prior to the main data-collection stage to to avoid quality deficiencies (asking wrong people, the wrong questions, in too little detail) .

Question 15

Research planning in three steps

Answer 15

Initial contact
Research brief
Research proposal