MarketingProfs Marketing Strategy Master Class Lesson: Customer Analysis

Customer Analysis: Who They Are and What They Care About

In this lesson, you'll start by identifying who your customers are and learning how to examine the benefits that make up the market. You'll go on to construct a perceptual map so you can segment the market. Finally, you'll learn how to describe the customers in various segments by their orientation for long-term relationships and examine how to think about customers along a hierarchy of communication effects, customer journeys, and more.

LENGTH: 16:39 minutes

This lesson is part of MarketingProfs Master Class

Marketing Strategy: Finding a Sustainable, Differential Advantage

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YOUR INSTRUCTOR: Allen Weiss

Allen Weiss is MarketingProfs founder and CEO, positioning consultant, and emeritus professor of marketing. Over the years he has worked with companies such as Texas Instruments, Informix, Vanafi, and EMI Music Distribution to help them position their products defensively in a competitive environment. He is also the founder of Insight4Peace and the former director of Mindful USC.

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