Problem
A large car dealership located in Farmville, Virginia (Dealership Delta) has realized that many local families purchase their vehicles about an hour away at dealerships in the Richmond, Virginia area instead of buying in Farmville. Even though prices/selection are comparable, local families perceive the Farmville dealership as pricey and lacking selection. Dealership Delta would like to begin a marketing program aimed at convincing local families with children under the age of 16 to purchase locally. What advice can you offer Dealership Delta with regard to maximizing ROI (return on investment) on such promotional efforts?
Nature of Demand Analysis (NODA)
A. What is the current size of demand from a given customer segment?
B. Future demand for a given customer segment?
C. How long will the purchase decision be made in advance?
D. Where is the purchase decision made?
E. What sources are considered in the purchase decision?
F. Who influences the purchase decision?
G. What are the most important (and least important) product/service features?
H. What other products/services do you purchase with this product?