BA 101 Lecture Notes - Lecture 4: Psychographic

• School: University of Oregon
• Department: Charles H. Lundquist College of Business
• Course: BA 101
• Professor: Dusseau

Document Summary

Collect data you believe important and interpret it to the best of your understanding. Marketing organizational function and a set of processes for creating, communicating, and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. Marketing research process of planning, collecting, and analyzing data relevant to a marketing decision. Primary data actually collecting data by asking people with surveys and questions. Secondary data data collected from internet searches like google. Have to ask a lot of questions regarding market, customers, and what they want. My customers are manufacturing companies who use electronic sensors in their products. Benefit segmentation grouping customers into market segments according to benefits they seek from the product. Everyone evaluates size, position, reliability, age, and price. Age expectations don"t change, but product age year to year does (change by size / performance) Position expectations change, smaller and faster all the time.