Cinthia Pill Hair Color, Body Shape, Family Members, Father, Mother, Brother, Sister, Marriage and Affairs

that the visual imagery of advertising be consistent with what the "mass affluent" look like, talk like, and do. Account planners will concentrate their research on the target segment, using the classification tool to recruit and screen the right people. 6. Call centers. Health plans can ask segment classification questions in their response call-in customer interviews and in their telephone enrollment interviews. The classification can help find the best plan for each caller and this will help assure better retention. 7. Channel mix. Segments may have different affinities for different distribution and sales channels. Perhaps one segment of buyers is unreceptive to e-mail communications; another segment may never accept a personal visit but will read your e-mail. It is the exceptional firm, but some have literally organized themselves around segments. In these firms, any employee can tell you who their target is, and who the target is not. If they have multiple brands, each brand is adapted to fit one segment. Brand tracking is done at the segment level. The advertising agency for each brand is expected to zero in on that segment in its messaging and media selection. Because some segments inherently offer higher or lower unit margins, financial expectations of the brands are adjusted accordingly. In health care, one example is WellpointÆs commercial operation organized around products and services for different segments of employers. Conclusion Market segmentation is a far-reaching strategy that can benefit health plan players. Once the targets have been set, the firm has an opportunity to consolidate management of operations around its segmentation strategy. Every business function can be mobilized to take full advantage of the opportunities that market segmentation offers. Title: Shine a Spotlight on Your Professional Service Firm Word Count: 1042 Summary: As a life-long dancer, I know a bit about the importance of good preparation before performance. Before a dancer is ready for the spotlight, she has to master the basics including alignment, strength, flexibility, balance, choreography, and artistry. The same is true for successful marketing. When you send a brochure, run an ad, promote a website, give a talk, or just tell someone what you do, youÆre on stage. But if youÆve not mastered the basics, you will not engage your audience and you risk serious injury to yourself and to your firm. Keywords: marketing strategy marketing marketing implementation

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