1. Marketing for Success Focusing on the Customer Damon Fico

2. Customer Driven Who is our Customer? Market Segmentation Types of Market Research

3. Our customer deserve… Quality Flexibility Speed Value Innovation

4. Market Segmentation

5. Types of Research Primary New Relevant Expensive Secondary Old Abundant Less specific

6. Types of Research Cont. Quantitative Factual Graphs Tables Charts Qualitative Likes Dislikes Feelings Beliefs

7. Keys for Success Customer first Segmentation Proper Research