Documentos de Académico
Documentos de Profesional
Documentos de Cultura
Occasions, Benefits: Quality service speed, User status: Non user ex-
user potential user first time regular, Usage Rate: light medium heavy,
Behavioral Loyalty status
Readiness stage: unaware aware informed interested intending to
buy, Attitude towards product: positive negative hostile indifferent
1. Demographic
2. Operating Variables
3. Purchasing approaches
4. Situational factors
5. Personal Characteristics
DEMOGRAPHIC
A. Industry: Which Industry should we serve?
B. Company Size: What size company should
we serve?
C. Location: What geographical areas should
we serve?
OPERATING VARIABLES
A. Technology: What customer technologies
should we focus on?
B. User or Non User Status: Should we serve
heavy, light or medium and/or non users?
C. Customer capabilities: Should we serve
customers needing many or few services?
PURCHASING APPROACHES
A. Purchasing-function organization: Should we serve companies with
centralized or decentralized purchasing organization?
B. Power structure: Should we serve companies that are engineering
dominated, financially dominated & so on?
C. Nature of existing relationship: Should we serve companies that we
have strong relationship or go after most desirable companies?
D. General Purchase policies: Should we serve companies that prefer
leasing? Service contract? Systems purchase? Sealed bidding?
E. Purchasing criteria: Should we serve companies that are seeking
quality, service price?
SITUATIONAL FACTORS
A. Urgency: Quick & sudden delivery service?
B. Specific application Should we serve with
specific application rather than all
products
C. Size of the order: large or small orders?
PERSONAL CHARACTERISTICS
A.Buyer seller similarity: Should we serve to
companies who's people & values are similar to
ours?
B. Attitude towards risk: risk taking or risk avoiding
customers?
C. Loyalty: high loyalty to their customers?
MARKET TARGETING
Types of Market Segments:
1. Single market segment
2. Selective specialization
3. Product specialization
4. Market specialization
5. Full market coverage.