Original scientific paper

CUSTOMER IDENTIFICATION AND MARKETING STRATEGY CREATION FOR A NEW PRODUCT OR SERVICE

Martina Kušer ; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Martina Tomičić Furjan orcid.org/0000-0002-1078-8220 ; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia
Larisa Hrustek orcid.org/0000-0002-6333-2059 ; Faculty of Organization and Informatics, University of Zagreb, Varaždin, Croatia

Abstract

Development of a new product or service is mostly initiated by a new need of existing customers. That means that the current product or service is no longer sufficient for market needs and the development of new products or services is a response to those new needs. However, in some cases, an idea for a brand new product or service appears first, but the potential customer is not defined yet. That means that we have to identify customers, their needs which the new product or service is going to satisfy, what problems will be solved and how. This paper will describe the application of modern development methods for identifying and profiling customers and determining the value that the new product or service provides. Afterwards it is going to be described how the methods results can be used for creating a marketing strategy for that new product or service.

Keywords

customer identification; customer profiling; development methods; marketing strategy

Hrčak ID:

234533

URI

https://hrcak.srce.hr/234533

Publication date:

1.3.2019.

Article data in other languages: croatian

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