Feb 032016
 
Multi-Attribute Attitude Model: Excel Template

Measuring Consumer Attitudes A brand’s ability to measure consumer attitudes provides a very helpful insight into what is driving consumer behavior. Generally a consumer’s attitude towards the various brands in the marketplace has a significant influence over their purchase and word-of-mouth actions. Positive attitudes will lead to positive behavior. But Read full article…

Feb 202015
 

What is a segment profile? A segment profile is a descriptive summary of the size, needs, behaviors and preferences of consumers within a particular market segment, with the goal of evaluating segment attractiveness and developing suitable marketing strategies. Study Tip Connect the word ‘profile’ to a criminal profiler that we Read full article…

Feb 202015
 
Study Notes for Business Segmentation Bases

What is a business segmentation base? A business segmentation base is definable characteristics or behavior of organizations that can be utilized to classify the organizations into related groups, for the purpose of target marketing. Main business segmentation bases (with examples) Geographic location/s: Where the business operates. Examples: Countries, regions, spread Read full article…

Feb 192015
 

Just in the same way that consumer products can be classified into similar categories of products, business or industrial products can also be classed together. These classification schemes are helpful for marketers to understand the fundamental marketing challenges of the products that they manage. In both sets of classification schemes Read full article…

Dec 182014
 

Brand personas are commonly used in customer journey mapping, but are generally helpful in most aspects of marketing strategy development. This is because a brand persona – which is a representation of the typical customer in a target market – helps the firm more clearly understand the consumer. Generally firms Read full article…

Dec 172014
 
Brand Personas

Using Brand Personas in Customer Journey Mapping A fundamental principle of modern day marketing is to segment the market and select appropriate target markets. For more information on the market segmentation process, please refer to the market segmentation study guide. Target markets are smaller parts of the overall market, where Read full article…

Dec 092014
 

What is a customer journey? Let’s start our understanding of customer journey mapping by first understanding what is meant by the “customer’s journey”. As suggested by the name, a customer journey is the progression of a consumer (initially a non-customer of a brand) in their journey to becoming a customer Read full article…

Dec 092014
 
Main phases of a customer journey

Three main phases of a customer journey Customer journeys, particularly for high involvement purchases, may take years to lead to a purchase decision. For example, a young consumer buying their first brand new car would have years of experience of seeing cars, seeing promotional campaigns and product placement, being involved Read full article…

Aug 192014
 
What is a customer journey?

What is a customer journey? As the name implies, a customer journey is the series of steps undertaken by a consumer (that is, a non-customer of a brand) in their journey to becoming a customer of the brand. A consumer’s journey will include gathering information, reviewing marketing communications, visiting stores, Read full article…