个体营销管理培训教程.ppt

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