Malcolm McDonald on Marketing Planning: Understanding Marketing Plans and Strategy by McDonald Malcolm
Author:McDonald, Malcolm [McDonald, Malcolm]
Language: eng
Format: epub
Publisher: Kogan Page
Published: 2016-11-02T16:00:00+00:00
Quick Market Segmentation Exercise
Write down the main benefits sought by customers.
Hygiene factors are benefits that any product or service must have to be acceptable in the market. Try to ignore these.
Motivators are those benefits that contribute towards the customer’s decision about which product to buy.
Take the ‘motivators’ and choose the two main ones.
Draw two straight horizontal lines and make an estimate of the percentage of customers at each end. So, for example, if service level is a key motivator of what is bought:
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