chapter  2
28 Pages

Customer Analysis

This chapter, as are Chapters 3 and 4, is devoted to the second step of the successful marketing management process: understanding (see Figure 2.1). These three chapters encompass the market analysis phases of the marketing process and the relationship between these phases is shown in Figure 2.2. Chapter 2 introduces the concept of identifying and selectively marketing to market segments. Chapter 3 discusses the analysis of competitive forces, and Chapter 4 discusses the financial analysis of marketing decisions.