2. Reading References:
Shimp
Chapter 4 Pp

3. Marketing Communications designed on the basis of
Customer Focus

4. Customer Profile:
Outline of the type of customer likely to purchase product/brand.
Developing a customer profile will helps target marketing communications and is an essential analysis tool.
Allows concentration on real potential customers rather than too wide a range of people.

5. Typical Customer Profile includes:
Who
How
Where
Why

6. What benefit does the customer seek?
factors influence demand for the product?
are the important criteria for customers choosing this particular outlet / product?
is the basis of comparison with other products / outlets?
risks does the customer perceive?
services do customers expect?

7. How do customers buy? long does the process last?
do various elements of the marketing programme influence customers at each stage of the process?
and for what do customers use the products?
much are they willing to spend?
often do they buy?
much do they buy?

8. Where is the decision made to buy?
do customers seek information about the product/outlet?
do customers buy the product

9. Why do customers buy this product?
do customers choose one brand as opposed to another?

10. Who are the occupants of segments? buys our products and why?
buys our competitors' products and why

11. 5 Faces of Customer Profile

12. Demographic profiling
age,
sex,
race,
education,
occupation,
income,
religion,
marital status,
family size,
home ownership,
socio economic status, etc...

13. Geographic variables :
state,
country,
region,
climate,
population
PLUS
Geo-Demographics

14. Psychographic profiling variables :
Customer's lifestyle,
personality,
values,
attitudes,

16. Behavioural variables :
product usage rate
brand loyalty,
benefit sought,
decision making units,
ready to buy stage

17. RFM :
Reach,
Frequency.
Monetary values