Amarillo College Marketing Questions

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This mini-assignment is designed to further prepare you for the ZMET interview that you will be conducting soon for your individual assignment.

  1. Read the article: “Seeing the voice of the customer” (CLICK)
  2. After thoroughly reading the article, discuss the purpose of the steps in the ZMET interview process. Specifically, start from Step 1 and cover each step all the way to Step 10. For EACH step, describe what the purpose of the step is, using your own words.
  3. In the article, the authors used ZMET to study how consumers feel about the “intimate apparel” product category. Discuss in 1 paragraph how you would use ZMET to better understand your target consumers for the class project.
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