A01 chaf6542 06 se fm indd

Customer scenario

Alternative tasks or 

outcomes required by 

a visitor to a website. 

Typically accomplished 

in a series of stages of 

different tasks involving 

different information 

needs or experiences.

Activity 8.2

Customer activity in the car market in your country

Purpose

To illustrate the type of marketing research needed to inform demand analysis for 

digital marketing planning and approaches to finding this information.

Activity

For your country update Figure 8.10 to reflect current and future projections:

A 

For corporate buyers (known as the ‘fleet market’) where a specialist manager coor‑

dinates the purchase and management of company cars for efficiency purposes:

1 

Percentage of customers with Internet access.

2 

Percentage of customers who access the website.

3 

Percentage of customers who will be favourably influenced (may be difficult to 

determine).

4 

Percentage of customers who buy online.

If possible, try to gauge how these figures vary according to companies of different 

sizes and different members of the buying unit.