MARKET RESEARCH
INTRO – DAY 2
1. Submit your Marketing Research and Customer Profile exercises from last day.
2. For a retailer to know their customers they must have a sense of the life time
value to the customer as depicted in the life cycle of the customer (see handout
provided in class) and the profile of their typical customer (see
http://www.businessdictionary.com/definition/customer-profile.html).
3. To understand why customer targeting is crucial take a look at http://www.vainteractive.com/inbusiness/editorial/sales/ibt/target_market.html
4. Now that you understand why it is important to profile your customers lets try and
do this using basic statistical data from Delta. Open the file “Consumer Profiles
Worksheet”, following the instructions to complete the exercise. Submit when
completed.