MKT 100 Lecture Notes - Customer Satisfaction, Trade Secret, Service Design

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MKT 100 Full Course Notes
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MKT 100 Full Course Notes
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In microeconomics there is a concept called private information which states that a firm profits from unique information and insights it has about production techniques and trade secrets. An important trade secret is the unique insight a business has about the behaviour of customers that is not common knowledge, particularly knowledge about changing consumer preferences and buying behaviour. This is even more important when innovations such as the internet are dramatically changing customer search and shopping behaviour. Private information and insightful interpretation of such information about customer behaviour can be a powerful driver of competitive success and profitability. This module introduces you to the major tools used to study customers, particularly for new product development. It then provides you with some general insights into customer buying behaviour and the cultural and social influences on such behaviour. When done simply and sensibly, consumer research can provide insights worth millions of dollars.

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