Chapter 6
Researching Your Customers and Competitors
IN THIS CHAPTER
Targeting and reaching prospective customers
Understanding why customers buy
Looking at your product
Getting a handle on your competitors
Evaluating your market share
Working out what market research is worth to you
Every marketer mulls over the same questions: Who are my customers? How did they hear about me? Why do they buy from me? How can I reach more people like them? Who am I going to be competing against? How much is it worth to find the answers?
Successful businesses use the answers to these questions to influence every product design, pricing, distribution and communication decision they make. This chapter focuses on the person with an interest in your product or service and an open wallet and the person who is also after a slice of the action.
Whether your business is starting up, running at full pace or ...
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