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A Customer Focus
After you determine what you are selling, the next critical part
of the marketing plan is to understand to whom you are selling. Knowing your
customer is essential to ensure that the company is delivering an appropriate
message to the target market. Marketing success is about turning sales leads
Not only should a company focus on servicing its current customer base, it must
also seek out new customers.
This module’s case will focus on defining your product’s
customer demographic and psychographic profile, along with customer
relationship management (CRM) and customer satisfaction metrics. CRM is about
managing current and prospective customers for strong and long customer
Check out Nielsen Insights
(http://www.nielsen.com/us/en/insights.html) to find out more about today’s customer. Visit Experian (http://www.experian.com/marketing-services/marketi…)
and Mosaic® to find
out more about using marketing research to develop customer profiles.
Using information from the websites and articles from the
library’s full-text article databases (Academic Search Complete, Business
Source Complete, and/or ProQuest Central), create a customer profile brief:
Customer Demographics and Psychographics—A
review of current customer demographics—explain why this demographic profile is
your primary target market.
·Develop a demographic profile of the potential customer segment.
·List at least two demographic tools you can use to help develop
the demographic profile.
·Potential customer market demographics. Define the psychographic
profile of your customer.
Customer Relationship Management—Find
two CRM tools that help companies identify pertinent information about their
·How will you use these tools to manage the customer
Since you are engaging in research, be sure to cite and
reference the sources in APA format. The paper should be written in third
person; this means words like “I”, “we”, and “you” are not appropriate. For
more information see Differences Between First and
Use the attached APA-formatted template (MKT501 Case1) to
create your submission.
Your submission will include:
·Trident University International’s cover page
·A 4- to 5-page paper with APA citations (2- to 3-sentence
introduction, body, 2- to 3-sentence conclusion)
reference list page in APA format