Understanding customer behaviour
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Case study: Salesforce.com—Winning first customers
Securing early customers is one of the greatest challenges facing start-ups in any industry. Learn how Salesforce.com built its customer base by breaking all the rules.
Marketing > Understanding customer behaviour
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Case study: Changing the game—Lessons from Nintendo’s Wii
By re-engineering the value proposition for their gaming console business, Nintendo increased profits and created a new market for console gaming.
Marketing > Understanding customer behaviour
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Market Strategy Workbook 1: The Analytical Foundation
Structure and create a market strategy that is aligned with your business strategy.
Marketing > Understanding customer behaviour
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Buyer motivation
Buyer motivation depends upon understanding what moves target customers to purchase your product.
Marketing > Understanding customer behaviour
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Buying process
The high-tech buying process relies on proving up-to-date information and understanding buyer motivation.
Marketing > Understanding customer behaviour
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Hype cycle
A hype cycle is an analytical tool that can help start-ups recognize market dynamics for emerging technologies.
Marketing > Understanding customer behaviour
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Technology adoption lifecycle (TALC)
The technology adoption lifecycle (TALC) describes how a market develops for a new product category.
Marketing > Understanding customer behaviour
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Using the TALC
Strategic allocation of resources depends on where your product category fits on the technology adoption lifecycle.
Marketing > Understanding customer behaviour
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Customer loyalty: Kotler on marketing
Brand loyalty is roughly indicated by the company’s customer retention rate. A company enjoys high brand loyalty when a sizable number of its customers won’t switch.
Marketing > Understanding customer behaviour
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Customer needs: Kotler on marketing
Today, companies go beyond finding and filling the needs of customers—they play a strong role in teaching buyers what to want.
Marketing > Understanding customer behaviour
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