Customer Visits: Building a Better Market Focus / Edition 2

Customer Visits: Building a Better Market Focus / Edition 2

by Edward F. (Francis) McQuarrie
     
 

Customer focus. Market driven. Total quality. All new terms, promising a new way of conducting business. But, how do you move an organization to make it more market driven? How do you organize product development so that real user needs are addressed? How do you change hearts and minds so that employees in all parts of the organization take responsibility for customer… See more details below

Overview

Customer focus. Market driven. Total quality. All new terms, promising a new way of conducting business. But, how do you move an organization to make it more market driven? How do you organize product development so that real user needs are addressed? How do you change hearts and minds so that employees in all parts of the organization take responsibility for customer satisfaction? Drawing on the best practices found at leading technology firms, Customer Visits: Building a Better Market Focus offers a complete guide to all aspects of planning and executing a customer-visit program - managers and engineers visiting the customer at their place of business. A wealth of specific advice is offered on topics such as the right and wrong kinds of objectives, how many customers to a visit, how to prepare a discussion guide, how to coordinate visits with the sales force, how to build rapport, effective and ineffective questions to ask customers, and traps and pitfalls in the analysis of data from visit programs. Every aspect of the book focuses on the manager who wants to act - now. Managers and engineers engaged in new product development will discover a wealth of information for finding out what customers really want. Executives charged with continuous improvement will discover a practical and cost-effective approach for motivating employees to focus on customer satisfaction. And marketing researchers, scholars, and students will be on the cutting edge of a critical research technique for the 1990s and beyond.

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Product Details

ISBN-13:
9780761908838
Publisher:
SAGE Publications
Publication date:
04/02/1998
Edition description:
Second Edition
Pages:
264
Product dimensions:
5.82(w) x 8.83(h) x 0.87(d)

Meet the Author

Edward F. McQuarrie is Professor in the Department of Marketing, Leavey School of Business, Santa Clara University. He received his Ph.D. in social psychology from the University of Cincinnati in 1985. His research interests include customer value, qualitative research, and market research appropriate to technology products, on the one hand, and advertising research, rhetoric and semiotics on the other. He has also written the book, Customer Visits: Building a Better Market Focus, and published articles in the Journal of Consumer Research, Journal of Product Innovation Management, Marketing Management, Marketing Research, Journal of the Market Research Society, Journal of Advertising Research, and the Journal of Advertising. He serves on the Editorial Board of the Journal of Consumer Research.

He is currently Associate Dean for Assessment & Improvement at the Leavey School, responsible for the assessment of learning outcomes and the evaluation of teaching. He was Associate Dean for Graduate Studies 1996-2000, responsible for the MBA and Executive MBA programs. Professor McQuarrie has moderated focus groups since 1980, for Burke Marketing Research among others.

He has consulted for a variety of technology firms, and has taught seminars on Effective Customer Visits, Managing Focus Group Research, Marketing Research Methods, and similar topics for Hewlett Packard, Sun Microsystems, Microsoft, Apple Computer, Tektronix, Varian Associates, Cadence Design, and other clients.

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Table of Contents

Acknowledgments
Introduction
1The Contribution of Customer Visits to a Market Focus3
2The Customer Visit in Practice: Some Examples26
3Planning a Program of Visits35
4Conducting the Visits77
5Completing the Visit Program119
6The Analysis of Visit Data and the Question of Generalizability131
7The Customer Visit in Perspective143
8History and Future Prospects of Customer Visits152
Appendix A: Checklist for Planning a Customer Visit Program160
Appendix B: Methodology for Research Conducted at Hewlett-Packard163
References166
Index169
About the Author173

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