Answered: A software company wants to move away…

Principles Of Marketing

17th Edition

ISBN:9780134492513

Author:Kotler, Philip, Armstrong, Gary (gary M.)

Publisher:Kotler, Philip, Armstrong, Gary (gary M.)

Chapter1: Marketing: Creating Customer Value And Engagement

Section: Chapter Questions

Problem 1.1DQ

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Question

#16. A software company wants to move away from being brand-centric to being more customer-centric. The company contracts you to help uncover its customers’ needs, goals, wants, and traits. Which customer tool would best help the company achieve its results and why?

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Transcribed Image Text:16 A software company wants to move away from being brand-centric to being more customer-centric. The company contracts you to help uncover its customers' needs, goals, wants, and traits. Which customer tool would best help the company achieve its results and why? O Customer personas because they encompass the demographics, psychographics, stories, and needs of a customer and help the company meet them more consistently O Thinking styles because they focus primarily on cognition and are unchanging, which would help the company to increase its brand-centricity O Customer profiles because they present the quantitative, factual data of the customers and allow you to strategically represent the brand to the customers O Customer segments because they contain more generalized, qualitative data that can give the company a basic idea of some of the consumers' needs 17

Expert Solution

Step 1

Brand-centric companies focus on establishing their company uniqueness and displaying their products as a brand among the customers. Some customers are more inclined toward brand-centric products because of their uniqueness but some customers think as a waste of money. Brand-centric approach provides a competitive edge in the market.