chapter  6
22 Pages

Marketing – the tools for understanding and analysing

Meeting customer needs should always be driven by what customers are telling you. We need to learn how to listen to customers. We also need to learn how to ask questions which includes choosing the right questions to ask and knowing how to ask them. Finally we need to learn how to make sense of what’s being said to you by your customers, your colleagues and the market place as a whole. Asking are key

skills, so what you learn in this area will help you in other aspects of your role as a manager. The route to these skills in this context is through a closer look at different aspects of research.