Poizon Ivy Hair Color, Body Shape, Family Members, Father, Mother, Brother, Sister, Marriage and Affairs

helps firms decide which segmentation strategy to use. These strategies may be based on purchasing behavior, consumer characteristics, lifestyle information, or other market information. Second the team must ask, ôwhich segment or segments does the health plan wish to target?ö The market research will provide objective information facilitating this decision. Most experts would agree that it is foolish to target a segment to which you do not now have a reasonably good fit (e.g. the GMC truck division pursuing a "green", hybrid-oriented segment). Finally, the fun begins. Once target segments have been decided on, there are at least seven ways to use segmentation. 1. Positioning. Take health care as an example. Most health plans offer multiple plans where premiums and access to branded drugs and providers differ. There are segments of the market willing to trade lower premiums for more restrictions on access. But other segments are not willing to make this trade. Market segmentation will help companies re-position their ôbasicö and ôpremierö plans to match segmentsÆ motivations and concerns Sticking with health care for an example, some seniors are motivated to act because of service, convenience, or help with health maintenance. If segmentation is implemented, more seniors will find the right product for them. 2. New markets. Products or brands could be positioned to meet the needs of a segment the company does not now serve very well. For example, many limited income seniors have been automatically enrolled in MedicareÆs Part D plans, but they donÆt have to stay there. If a health plan knows what this segmentÆs concerns are, it could induce them to switch. 3. Geography. Health plans have found it productive to emphasize different products and selling strategies in different geographies depending on the mix of segments in those geographies. 4. Direct marketing is all about segmentation, but it is often focused narrowly on internal sales analysis. Segmentation can leverage the value of in-house data and make additional data worth the cost. 5. Advertising agencies often drive segmentation research and use it well. For example, the client has chosen to target the "mass affluent" as defined by some combination of assets and attitudes. Media buyers need to know the magazines this segment reads and the types of web sites and search engines they use. Copy writers will incorporate the deep values of this segment into commercial scripts. Creative directors will insist

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