Many of the terms used in this workbook have broader definitions than are intended here. The following definitions refer to this Voice of the Customer Workbook.
Commercially Available | Point at which a product is available for purchase as a normally traded entity. |
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Customers | All individuals or organizations that influence the purchase of a product or service. More specific the term customers generally refer to direct customers who take possession of the product. This may include distributors as well as users. |
Customer Satisfaction | This refers to formal customer surveys where performance on key product and supplier features are rated in comparison to competition. |
Development Conferences | These are meetings with small groups of users usually from a single customer firm to discuss new product needs and possibilities. |
Discussion Outline | A structured list of questions to be covered during an interview. |
Flow Diagram | As used in the workbook, the flow diagram describes the flow of products down the supply chain or channel. |
Focus Groups | A group marketing research technique where customers (usually from a mix of firms) are brought together to "focus" a discussion on key product features or new concepts. |
Host | As used in this workbook, it refers to the salesperson or consultant who knows the respondent and acts as an intermediary. |
Hot Buttons | Terms, concepts, and issues that produce an emotional response to customers. In general, "hot buttons" are considered promotional and communications concepts. |
Markets | Groups of customers using products in a similar fashion and being served by a common value/supply chain. |
Participants | Same as respondents. These are individuals that are being interviewed. |
Price Sensitivitiy | The change in volume due to a change in price for a product. |
Product Class | Products that are used as substitutes or near substitutes by a market. Examples would be resins, films, packaging material, etc. |
Products | The collection of benefits that is embodied in a sellable entity. In this workbook, it refers to physical products and services. The term "offering" is a synonym. |
Proftiability | Long term earnings or contribution that is derived from the sales of products and other business activities. |
Projective Techniques | Psychometric techniques to elicit underlying or "inner mind" opinions about products and suppliers. |
Respondents | Same as participants. These are individuals that are being interviewed. |
Segments | Groups of customers with common characteristics. that are identifiable, and can be influenced by a common marketing strategy. |
Value | Customer benefits derived from product features. |
Value-In-Use | Economic evaluation of the value of products. Formally, it is the price that would be charged from a new product that would make its total economic value equal to the best alternative competitor. |
Value/Supply Chains | The distribution channel connecting the product with the ultimate user. |