安达信咨询方法与工具资料库CEGMENT.DOC免费

Customer Segmentation Definitions Customer Segmentation Market Segment Needs and Issues Analysis Career - Piece Career - Outfit Career - Wardrobe Lifestyle / Profession Young Professionals, Clerical Workers Middle Management, Established Corporate Woman (5+ years in work force), Teachers, Real Estate Salespeople, Nurses, etc. Top Management / Partner / Executive Level Budget Strict budget, but will spend money on clothes Watches budget, willing to invest for image Less sensitive to price, will spend to meet needs Market Potential To be determined via additional computer analyses using Census and Sales Information To be determined via additional computer analyses using Census and Sales Information To be determined via additional computer analyses using Census and Sales Information Career - Piece Career - Outfit Career - Wardrobe Product Needs She cannot afford to purchase extensively because of her limited budget, but she enjoys some of the casual clothes and a few of the skirts and jackets. She is learning about fabrics and is impressed with the ones in the collection. She wants more ‘pizzazz’ in the design and thinks most of the clothes look like something her mother would wear. She is interested in clothes that accentuate her good figure. She will purchase a few outfits and is developing a style of her own at work. She is looking for a little more assistance on how to dress the best she can, considering her budget constraints. Maintaining a professional image is important to her. She needs both business casual and corporate suits and dresses. Capsules with skirts, trousers, blouses, dresses and jackets that travel well are key pieces of her wardrobe. In addition, she would like to see some twopiece classic dresses. She wants to shop a few times a year and buy her entire corporate wardrobe with you. She needs clothes that travel well and are waterproof in case of unexpected changes in weather. She will buy some casual clothes, but not many, b