chapter 9
purchaser
A customer role that describes an individual or institution that pays for or obtains a product or service.
categorical question
Questions that are answered by selecting the proper category; for example, "What is your ethnicity? White, African American, Hispanic, Asian, American Indian, Other."
influencer
A customer role describing a person or group who can make credible or recognized suggestions or recommendations to others regarding purchase choices.
Scalar Question
Question that is answered by some sort of scale; for example, "On a scale of 1 to 5, how do you like this book?"
idea evaluation
exhaustive process of specifying the details of each idea's technological feasibility, its cost, how it can be marketed, and its market potential
survey
A data-collection method using a questionnaire—in person, on phone, on paper, or on the Internet.
customer profile
A detailed description of an archetypical or hypothetical potential customer for a product or service, also called a customer persona
tangibility
An item's capability of being touched, seen, tasted, or felt
augmented product
core product plus features that tend to differentiate it from the competition
focus group
A form of data gathering from a small group led by a moderator.
Serviceable obtainable market (SOM)
A marketing term (also called the target market) that represents the customers that a firm expects to be interested in its particular product or service, and able to be serviced by the firm.
Penetrated Market (PM)
A marketing term that describes the actual number of customers of an operating firm, divided by the size of the target market, which gives a percentage of the market the firm (or product/service) has attained so far.
Total Available Market (TAM)
A marketing term that refers to all of the people or organizations (in one nation, region, or the world) who might consider a product or service being offered.
Serviceable available market (SAM)
A marketing term that refers to the customers within the geographic reach of a firm.
value proposition
Small business owners' unique selling points (also known as benefits) that customers can expect from your goods or services, including benefits that differentiate your offering from those of the competition.
marketing research
Systematic collection and interpretation of data to support future marketing decisions.
pivot
Typically, a term describing a change of direction in the thinking of an entrepreneur or a firm, often based on new data or other findings.
ethnographic research
Data gathered by simple observation—seeing what consumers do, rather than asking them
open-ended questions
Question that allows respondents to express themselves as they choose; for example, "What do you like about this book?"
dichotomous key
Question that has only two possible choices; for example, "Have you shopped here before?"
Product Development Process
The procedure to organize and pursue the creation of new goods or services.
Customer Development Process
The procedure to organize and pursue the finding, obtaining, and keeping of new customers.
Commercialization
The process of making the new products ready for use by consumers by achieving standards durability and performance suitable for the market and comparable to (if not better than) the competition.
Commercialization
The process of making the new products ready for use by consumers by achieving standards of durability and performance suitable for the market and comparable to (if not better than) the competition.
Purchasing Process
The sequence of steps an individual or organization goes through in making a decision to buy a product or service
customer job
The term given to what a potential customer is trying to do—perform or complete some sort of task, solve some problem, or try to achieve some outcome.
core product
basic description of what a product is
heterogeneity
A quality of a service in which each time it is provided it will be slightly different from the previous time.
Inseparability
A quality of a service in which the service being done cannot be disconnected from the provider of the service.
budget cycle
A term applied to the schedule and the process for setting the schedule for making purchases by an individual or an organization
total product
The entire bundle of products, services, and meanings of your offering; includes extras like service, warranty, or delivery, as well as what the product means to the customer.
Perishability
service exhibits perishability in that if it is not used when offered, it cannot be saved for later use
Primary Research
An approach to researching based on the gathering of new information, using techniques such as interviewing, surveying, and observation.
Secondary Research
An approach to researching based on the use of existing information, often from government,commercial, or academic databases and research efforts.
decision maker
A customer role that describes a person in an organization who is responsible for choosing which product or service will be obtained
end user
A customer role that describes the person who eventually makes actual use of a product or service in his or her personal or work life