Ten Key Customer Insights: Unlocking the Mind of the Market / Edition 1

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Develop effective marketing strategies and tactics, by gaining deeper insights into the perceptions, needs, motivations and preferences of your target customers with CUSTOMER INSIGHTS: UNLOCKING THE MIND OF THE MARKET. Companies that implement these strategies and tactics can expect to attract and retain more customers, grow their share of market, increase the productivity of their marketing efforts, and increase their profitability.

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Product Details

  • ISBN-13: 9781587992063
  • Publisher: Cengage Learning
  • Publication date: 9/14/2005
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 288
  • Product dimensions: 6.22 (w) x 9.34 (h) x 1.07 (d)

Meet the Author

Robert Schieffer has 30 years of experience in Marketing Research Management positions in leading corporations, in both the Consumer Packaged Goods industry as well as the Healthcare industry. Deep experience was gained in both B to C and B to B Marketing. During those 30 years, 6 years included teaching part-time in major universities, including the Kellogg School of Management at Northwestern University. This overlap between academia and industry has helped the author stay current on marketing concepts and tools, as well as to test the power of these concepts and tools in the business world. This exposure to both the business world and to the academic world has provided the author with the unique perspective of seeing the excellent work being done in academia and applying this work in industry to help companies like Adolph Coors and Abbott Laboratories succeed. (Abbott Laboratories is one of the great companies covered in-depth in the bestseller "Good to Great: Why Some Companies Make the Leap-and Others Don't," by Jim Collins.) For the past two years, the author has devoted his full efforts to teaching, and is Clinical Associate Professor of Marketing at the J. L. Kellogg School of Management at Northwestern University.

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Table of Contents

Introduction. 1. Your customers are constantly changing in subtle ways that impact their purchasing behavior. 2. Your customers cant tell you about their unmet needs, but you can uncover them. 3. Emotional motivations play a greater role than rational motivations in most consumer purchase decisions. 4. It is usually a better marketing strategy to target a segment of customers and get them to love you, than to attempt to get all customers to like you. 5. Successful marketers create brand perceptions in the minds of target customers that differentiate their brand on a key benefit. 6. The most successful product offerings are those that focus on delivering only those features that have the most impact on customer purchase decisions. 7. The most effective marketing communications combine a rational benefit with an emotional need. 8. Your customers will be more willing to pay a premium price when you help them understand the value of the benefits of your product offering. 9. Delight your customers to keep them as loyal apostles; this will have a strong, positive, and direct impact on your profitability. 10. The development of successful new products requires the continuous participation of target customers. Action Plans and Metrics. Appendix - Summary of Customer Insight Tools.

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