个体营销实用培训课程.pptVIP

* * * * * * Now let’s build on what we’ve learned about target marketing ... and begin our discussion of micromarketing * With micromarketing, each individual is part of a broader segment ... But not all members of the segment are treated the same. Each is treated as an individual. In the fable, the girls identified a segment consisting of people who had money and liked new things … But then she identified the specific interests and concerns of each person in that segment that she called on. * The tasks of micromarketing are to an extent a variation or subset of the steps of the targeting process ... * But who does micromarketing? * If we look again at the micromarketing pyramid of influence … We see all those who influence what the representative says to the individual customer * The key players in the day-to-day decisions at the country level are ... * * * * * * * * * To identify his potential customers, Marc asks a series of questions. Note that he is defining “customer” broadly, looking at: - users - influencers - purchasers * Based on his knowledge of the business, Marc comes up with an initial list ... This list is just to get the process started -- to set the broad boundaries of his market. * Having defined the broad outline of his market, Marc is now ready to identify some variables he might use to divide his market into groups (segments). * REMINDER: A variable is a general category Variables can be related to customer - characteristics - behaviors - attitudes * Marc can use his initial list of potential customers to get ideas for useful variables -- e.g., leisure business suggest the variable purpose * students adults suggest the variable age * Based on experience and brainstorming, Marc lists some additional variables. * Once Marc has listed some potential variables, he is ready to divide his market systematically into possible segments. * Based on experience, Marc decides 3 variables will be most useful. * Marc will use these variables to