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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Unit 4 ­ Meeting Customer Needs
Revision Notes
Richard Francis ­ 2010

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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…

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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


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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…

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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…

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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…

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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

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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…

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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.

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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…


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