Basic Marketing: A Global Managerial Approach

Perreault−McCarthy: Basic

Marketing: A

Global−Managerial

Approach, 14/e

8. Improving Decisions
   with Marketing
   Information

Text © The McGraw−Hill

Companies, 2002

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http://www.mhhe.com/fourps

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With LensCrafters’ new,

patented Accu-Fit Measuring

System, customers are

assured of a perfect-fitting pair

of glasses.

To be sure that service qual-

ity lives up to the advertising

promises, LensCrafters sends

a customer satisfaction survey

to every customer. Surveys are

analyzed by store and used to

find out what’s going on

where. LensCrafters even ties

satisfaction results to

employee bonuses.

To make it convenient for

more consumers to shop at

LensCrafters, the chain has

been aggressively opening

new stores. The firm’s Internet

website (www.lenscrafters.com)

Subsequent LensCrafters

research provided guidance

for turning this opportunity

into a marketing strategy.

Focus group interviews and

consumer surveys confirmed

that most consumers

viewed shopping for glasses

as very inconvenient. Frame

selections were too small,

opticians’ shops were typically

closed when customers were

off work and had time to shop,

and the whole process usually

required long waits and repeat

trips. So LensCrafters put the

labs that make the glasses

right in its stores and kept the

stores open nights and week-

ends. Ads tout LensCrafters’

high-quality, one-hour service.

offers a store locator. Because

the size and growth rate of

various age groups in a

geographic market drive

demand for vision products,

LensCrafters analyzes demo-

graphic data to locate new

stores where profit potential is

greatest. And each store car-

ries a very large selection of

frame styles, lenses, and sun-

glasses tailored to the age,

gender, and ethnic makeup of

the local market.

Managers at LensCrafters

also routinely analyze sales

data that is available in the

firm’s marketing information

system. By breaking down

sales by product, store, and

time period, they can spot