NEED DISCOVERY
Company Name: LG Electronics________
Product Name: Internet refrigerator (IR)
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| Preplanned Questions to Discover Buying | Customer Response |
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| Motives |
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| 1. | How did you first learn of the IR? | “I first saw the product at the Home in Garden show in |
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| Orlando, Florida, and then again in Miami” |
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| 2. | Have your purchased other LG products? | “I have not but my best friend suggested LG because |
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| they are known for their technological features and |
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| reliability” |
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| 3. | Do you use a TV, computer, or radio in the | “Yes, we have all of those and a few more that clutter up |
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| kitchen? | the kitchen and take up valuable counter space” |
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| 4. | Are you looking to consolidate several | “Yes, I want to have as much counter space available in |
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| optional | the kitchen” |
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| 5. | Is your household very mobile where | “Yes, it seems that the only time we do get together is |
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| efficiency and ease of communication are | after we “schedule” an appointment to do so. Therefore, |
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| vital? | an effective communications center that is readily |
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| available to all members would be beneficial” |
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| 6. | What is it that you do not, or did not, like | “Obviously, it did not have any of the interactive features |
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| about you current, or previous, unit? | this unit offers and it did not provide adequate cooling in |
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| all areas of the fridge” |
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| 7. | Are you constrained by any monetary | “The only constraint we have is that we cannot afford to |
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| limits? | make a cash payment up front. We are able to make just |
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| about any monthly payment under $250” |
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| 8. | How many individuals are living in the | “Currently, there are 4, but once the other one returns |
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| household currently? | home for the summer, the count will be 5” |
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| 9. | What is the most important feature you are | “Besides a fully integrated operations center, I am looking |
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| looking for? | for quality build and true functionality” |
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| “We are currently having a house built and wired for all |
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| 10. Is your need immediate or do you plan on | purposes, so we would need it installed in approximately |
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| purchasing a unit in the future? | 2 montlhs” |
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Presentation Strategy Selection:
The Presentation strategy needed for the successful sale of an $8000 refrigerator would appropriately be the persuasive presentation strategy. The need is there for most people to have a refrigerator; however, one is able to spend less than $1500 if all they are interested in is a basic “cold box”.
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