AQA - Unit 4 - Meeting Customer Needs (Whole Topic Notes)

Here is a 15 page document that covers the whole Unit 4.


  • Internal + External Customers
  • Organisations
  • Essential and Non-Essential Products
  • Market Segmentation
  • Customer Needs
  • Product Characteristics
  • Customer Research
  • Methods Of Getting Research
  • Analysis Customer Research
  • Core, Actual, Augmented Aspects Of A Product
  • The Role Of Research and Development
  • Using Customer Service To Meet Customer Needs
  • Using I.C.T In Business
  • Key Terms (Listed With Definitions)
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Preview of AQA - Unit 4 - Meeting Customer Needs (Whole Topic Notes)

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Unit 4 ­ Meeting Customer Needs
Revision Notes
Richard Francis ­ 2010
Page - 1
Unit 4 ­ Meeting Customer Needs Revision Notes

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Internal + External Customers
This is one way that business can identity its customers, it makes a distinction
between internal + external customers.
Internal Customers
An employee or a functional area inside the organisation what relies on other
employees to provide them with products.
External Customers
An individual outside an organisation who purchases a product from the
Internal customers are important. Businesses that focus just on their external
customers are going to find it difficult to deliver products meeting these needs.…read more

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Product Orientated Organisations
Develop a product which they will then try and make fit into the market (More Likely
To Fail)
Market Orientated Organisations
Familiarize themselves with the market and the customer; ten develop a product
that fits the market (More Likely To Succeed)
Essential and Non-Essential Products
Essential products are vital to the wellbeing of a customer; this could be anything
such as food for example. Customers will expect reliable provisions of these
products.…read more

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Market Segmentation
The division of potential customers into groups with similar characteristics.
Segmenting a market enables businesses to reach their customers more
easily and cost effectively
Businesses can segment markets by:
o Customers Age
The demand for products is linked to age, companies will need
to think careful for what age there going to target
o Social Class
This uses this to target what the average person's income is so
they can work out how much they can charge for their
product.…read more

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Customer Needs
Customers have a wide range of needs, this when they are buying and also once they
have bought the product. This Includes:
Understanding the value and suitability of the product
o Customers need to know that the product they are buying is suitable
for their purposes. As some peoples purposes can be complex,
businesses will have to write detailed information about the products
that they are selling.…read more

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Product Characteristics
Some products are basic; these have few features and meet limited needs. This for
example could be a ball point pen. There are other products that have several
features and meet several needs. A Car is an example of this; you have to make sure
it meets all your needs.
The complexity of a product is a measure of the range of features it has and the
variety of needs it can meet.…read more

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Product Characteristics
The complexity is measured by the range of features it has and the variety of the
needs it can meet. The higher the complexity, the more likely it is the business will
be able to produce different varieties of the product, each of which will meet
different needs.…read more

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Customer Research
Step 1 Step 2 Step 3 Step 4
Identify what data Identify how to Identify where the Identify how the
needs to be collect the data data will be data will be
collected collected analysed and
Step 1 ­ What Data To Collect
It is important to take the time to consider exactly what the research is
meant to achieve. I.E.…read more

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Methods Of Getting Research
Information that doesn't already exist. It has to be collected by the researcher. It can
either be carried out by the firm itself or a market research agency. (This Is Accurate)
The people who collect it will be the people with access.…read more

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Analysis Customer Research
Businesses can analyse data by:
Grouping the data to discover the patterns
Looking at how the data changes and discover trends
Grouping Data
By grouping data according to customer characteristics e.g. Age Group
First off you need to identify the characteristic by which you want to group the data.
Then you need to look at the responses to individual questions and see the amount
of people's responses to each and then group those.…read more


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