PART 1: IDENTIFYING THE CUSTOMER AND PROBLEM Describe a primary decision maker i
ID: 458566 • Letter: P
Question
PART 1: IDENTIFYING THE CUSTOMER AND PROBLEM Describe a primary decision maker in example of target segment: who they are, what they like, how they make buying decisions. Describe the primary problem(s) your organization, product or service will help them solve.
PART 2: FACTORS INFLUENCING CUSTOMER DECISIONS Provide a brief profile target segment example using at least three of the following categories:
Geographic characteristics: e.g., location, region, population size or climate. Personal and demographic characteristics: e.g., age, gender, family size, family life stage, income, personality.
Social and Psychological characteristics: e.g., culture, social class, lifestyle, motivation, attitudes, reference groups, beliefs.
Situational characteristics: e.g., buying situation, level of involvement, market offerings, frequency of use, brand loyalty.
B2B/organizational buying considerations: e.g., individual factors, organizational factors, business environment factors, types of complexity
PART 3: REACHING THE CUSTOMER Based on this profile, identify 2–3 marketing strategies or tactics you believe would be effective at reaching this target segment, and briefly explain why they are a good fit.
Explanation / Answer
To start answering this case let's consider our product as a mobile phone which we can relate to ourselves very easily.
My target population is middle range customers, irrespective of other demographic factors.
This population primarily looks at mobile phones which are quite affordable, with most basic features available.
Their buying decisions revolve around price constraints with an equal eye on various other technical aspects, though they may forego a couple of features for price.
My organisations next step to cater to my target population is to bring into market such phones which are quite affordable still be able to provide required specifications. As a solution, my organization may play with other specifications which are not so expected from customers.
Geographic characteristics:
My target population will be more concentrated in urban and semi urban areas.
Demographic characteristics:
A little medium level income earning family will fall into this category.
Social characteristics:
An urban to semi urban kind of life style will be the target audience.
Situational characteristics:
We are targeting individual customers who give thought to some visible details of a product.
Marketing strategies:
1. Integrating and aligning devices as per latest fad, say having a convenient way of posting selfies of social networks.
2. Smart phones have replaced desktops, as personal devices for many and hence we market our device as something which can do everything that a desktop does.
3. Campaigning that our device will offer more innovative uses like wearables, scanner etc.
We are confident these strategies work because from an user point of view, we guarantee that we are going make their mobile device replace many other electronics at a much affordable range and greater scope for innovation.
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