个体营销培训要点.ppt

* * * * * Some typical information we would want to get when profiling ... * Marc decides to gather the following quantitative and qualitative information about his possible segments. . . He has some of the information already and will get the rest via market research. * Now that he has profiled these segments, Marc has the information he needs to prioritize them and decide which ones to target ... * To decide which segments are most important Marc wants to see how they compare to each other on a set of common factors. [Apples to apples.] Earlier, Marc made some initial decisions about which segments seemed attractive based on experience. To make a final decision about which segments to target, he wants to use a more systematic approach. * Marc decides to use a quantitative approach to prioritize his segment . . . First he decides what factors are relevant to his business. * Then he decides how important each factor is by giving it a weight from 1 to 3. * Next step is for Marc to rate each segment on each factor on a scale of 1 to 5 For example, for the first factor — size — March scores the segments as follows: Both the Workadays and the Home Aways are pretty big segments, so he gives them a score of “4.” The High Flyers are a pretty small segment, so he gives this segment a score of “1.” * For the second factor — immediate potential — Marc thinks the Workadays show the most immediate potential, so he gives them a score of “4.” He thinks the High Flyers have the smallest immediate potential of the 3 segments, so he gives them a “2.” And he thinks the Home Aways are in between, so he gives them a “3.” * Marc repeats this process for all the other factors * Then he multiplies each score by the weight assigned to that factors. * Finally, Marc adds up the totals for each segment to see which ones have the highest overall scores. * Workadays and Home Aways have the highest priority scores ... High Flyers have high potential, but are a smaller segment -- and there is a l