个体营销实践培训课程讲义.pptVIP

* 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 lot of competition for that segment. Workadays and Home Aways are large segments. And he thinks he can provide them with a better product. So Marc decides to target these two segments. * Now Marc is ready to tailor his product offerings and his messages to his selected segments ... * To guide him in creating his product offerings and messages, Marc refers to the segment profiles he prepared ... * The product and message for the Home Aways... * All 6 steps are necessary for targeting. Otherwise targeting will not be systematic ... Otherwise it is too easy to drift into what has been done before. * * * * * * * * * Now let’s build on what we’ve learned about target marketing ... and begin our discussion of micromarketing * With micr