Lesson Element

Unit R065: Design a business proposal

The importance of customer profiling

Instructions and answers for teachers

These instructions cover the learner activity section which can be found on page 3. This Lesson Element supports Cambridge Nationals Level 1/2 in Enterprise and Marketing.

When distributing the activity section to the learners either as a printed copy or as a Word file you will need to remove the teacher instructions section.

The activityThis lesson element introduces learners to the importance of a business knowing their potential and existing customers, so that the products and services that they produce will appeal to them. Loyal customers will trust the products and services that are produced and hopefully will want to purchase new products which in turn will increase profits for a business.

During this lesson element learners will have the opportunity to see how a customer profile could be devised by looking at a number of different visual resources.

Suggested timings Activity 1: 10 minutes

Activity 2: 40 minutes

Activity 3: 5 minutes

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Activity 1

As a starter, you could ask your learners to consider the following products and services and think about the type of people that they are aimed at:

Electric scooter The latest Apple iPhone Haribo sweets Gaming chair Activity wrist tracker Coach touring holiday around Scotland.

Ask the learners to discuss as a group who these products and services would appeal to and why.

This is a good introductory task to enable your learners to consider the age, gender, occupation, lifestyle interests and income of potential customers in order to build upon the concept of a customer profile.

You could provide your learners with a copy of the table on page 4 to record their answers.

Activity 2

Ask your learners to look at the images of people on page 5 and produce a customer profile of the individuals. This could be completed as an activity in pairs or individually. Learners could then present some of their profiles to the rest of the class and see what differences they have to their peers.

This activity enables learners to practice building up a variety of different customer profiles and also shows learners how important it is for businesses to know their customers as, ultimately, without their customers, there would be no business!

Activity 3

By completing the two activities relating to the topic of ‘Customer Profiling’, learners should have an understanding of how useful customer profiling can be to a business. To ensure understanding, tutors could read the following statements to the group. Learners could respond using either a green card to agree with the statement, or a red card to disagree with the statement. Cards can be found on page 7.

1. Customer profiling will guarantee an increase in the profits for all businesses.2. Customer profiling will help a business to understand their customer needs and wants.3. Customer profiling does initially take time to build.4. Customer profiling is a cheap method of gaining customer opinions.5. A customer profile is a detailed drawing of a customer.

Answers:1. Red card 2. Green card3. Green card4. Red card5. Red card.

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Lesson ElementUnit R065: Design a business proposal

The importance of customer profiling

Learner Activity

Knowing your customers is a vital part of any business. Businesses often build up customer profiles of the people who will be attracted to their products and services, as this helps a business to decide who to aim certain products at, using a variety of different methods. This could include: where they should advertise, how much they should sell products for and the types of products or services that their customers will purchase.

Activity 1

Look at the specific list of products and services below:

Electric scooter The latest Apple iPhone Haribo sweets Gaming chair Activity wrist tracker Coach touring holiday around Scotland.

Who do you consider might want to purchase these products or services? Think about the following:

If the person may be male or female, what age they might be, what their job is, how much money they might earn and what they may like to do in their spare time.

Write down your thoughts, considering the above categories.

Once you have thought about the products and services, your teacher will ask you to participate in a group discussion so you can share your thoughts with others. Are your ideas the same as your peers?

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Customer profiles

Item M/F Age Job Income Lifestyle activities

Electric Scooter

Most recent Apple iPhone

Haribo sweets

Gaming chair

Activity wrist tracker

Coach tour

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Activity 2In pairs, look at the following different images of people and produce a detailed customer profile of the individuals. Once completed, share some of your customer profiles with the rest of the group to see if they agree or disagree with your ideas.

Image M/F Age Job Income Lifestyle activities

Image 1

Image 2

Image 3

Image 4

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Image M/F Age Job Income Lifestyle activities

Image 5

Image 6

Image 7

Image 8

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Activity 3You have completed different activities relating to Customer Profiling which is an important part of business. Your tutor is going to read several statements to you. Use the red and the green cards that your tutor will provide, to answer the statements. The red card represents you disagreeing with the statement and the green card is if you agree with the statement. Think before you select the card and consider which one you will hold up.

Red card = I disagree with the statement

Green card = I agree with the statement

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