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ER-ICX Training 1 SCON AIESEC
Transcript of ER-ICX Training 1 SCON AIESEC
Market Segmentation Market Segmentation
Process The purpose for segmenting a market is to allow your marketing/sales program to focus on the subset of prospects that are "most likely" to purchase your offering. If done properly this will help to insure the highest return for your marketing/sales expenditures. Depending on whether you are selling your offering to individual consumers or a business, there are definite differences in what you will consider when defining market segments. Process Competitive Analysis Tool Is an assessment of the strengths and weaknesses of current and potential competitors according with the Market Trends. This analysis provides both an offensive and defensive strategic context through which to identify opportunities and threats. Competitor profiling coalesces all of the relevant sources of competitor analysis into one framework in the support of efficient and effective strategy formulation, implementation, monitoring and adjustment.
Targeting Select Segments According to CAT you will select the best criterias for market segmentation, which sectors of the market are better for AIESEC to create relationships, according to the trends? Having determined the more general segmentation characteristics you can
proceed to a more detailed analysis of the market, this is targeting. There are
literally thousands of ways to do targeting, but the following are some of the
more typical targeting categories. Size of Organization
revenues, # employees, # locations
Examples of offerings might be planning software engineer candidate to an IT company
An example of a language specific such as Spanish to companies that has customer in South America.
Status in the industry
You might want to target businesses that are the technology leader or revenue leader or employee satisfaction leader, etc.
To minimize sales expense you may want to target companies via alumni network or reference from existing partner
A good example is how Apple Computer supplied products to schools at all levels to condition students graduating into the marketplace.
Ability to make a quick purchase decision
Targeting individual purchasers versus business committees can significantly reduce marketing expense and increase the probability of a quick close. Purchase decision influencers Once you have isolated a specific segment of the market on which to focus, then
you can consider more subtle influences on the purchase decision. PROSPECTING Finding qualified prospects for your products or services is a necessary first step in the sales process. You need to have someone to sell to before you make a sale. But, making certain that there is a good possibility that they will buy is what makes them "qualified prospects." Once you've identified prospects, you will want to learn all you can before you approach them. Market Segmentation Feedback Q&A