II Markets and Marketing

Microfinance Market Research
- 5.1 What is Market Research?
- 5.2 Secondary Research: Mining Internal Data
- 5.3 Secondary Research: Mining External Data
- 5.4 Qualitative Primary Research
- 5.5 Quantitative Primary Research
- 5.6 Conclusion
- Case Study: Quantitative and Qualitative Research for Savings Products
Product Development
- 6.1 What is Product Development?
- 6.2 Why Develop New Products
- 6.3 Preconditions for New Product Development
- 6.4 What is the Product Development Process?
- 6.5 Conclusions: Characteristics of Successful Product Development
- Case Study: Unconventional Product Development in Uganda
Communicating Value
- 7.1 Segmenting the Market
- 7.2 Developing Valuable Products and Services
- 7.3 Preparing Your Message
- 7.4 Using the Marketing Communications Mix
- 7.5 Conclusions
Customer Service
- 8.1 What is Customer Service?
- 8.2 Why Should Customer Service be a Priority?
- 8.3 Delivering Quality Customer Service
- 8.4 Improving Customer Service
- 8.5 Creating and Maintaining a Customer Service Culture
Customer Loyalty
- 9.1 What is Loyalty?
- 9.2 Why is Customer Loyalty Important?
- 9.3 How Can an MFI Monitor Customer Loyalty?
- 9.4 How Can Management Create Customer Loyalty?