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8-1
Chapter Questions
How can markets be segmented?
How can a company best divide a market into segments?
How should a company choose the most attractive target markets?
What are the requirements for effective targeting?
8-3
Segmenting Consumer Markets
GeographicGeographic
DemographicDemographic
PsychographicPsychographic
BehaviouralBehavioural
8-4
Basic Market Preference Patterns
8-5
Effective Targeting Criteria
MeasurableMeasurable
SubstantialSubstantial
AccessibleAccessible
DifferentiableDifferentiable
ActionableActionable
8-6
Effective Targeting Requires…
• Identify and profile distinct groups of people
who differ in their needs and preferences.
• Select one or more market segments to
target.
• Establish and communicate the distinctive
benefits of the market offering.
Water Use: 8 Identified Audiences!
• First priority audiences:– Local/elected officials– Operators– Homeowners/landowners– Watershed groups/associations
• Second priority audiences:– Homeowner associations, septic professionals, civic
groups, NCWS
• See detailed information on each audience
Local/Elected Officials
• Who: Many levels of leadership, often not a full-time job as a leader
• Knowledge: Ins and outs of local community
• Motivators: Serving community, reduced complaints, saving money
• Barriers: Lack of time and financial cost to address issue
Community Water System Operators
• Who: In charge of many things, not just water system
• Knowledge: About doing their job, but less about community outreach/policy change
• Motivators: Do the right thing, save time, less monitoring
• Barriers: Don’t have authority, little time
Homeowners and Landowners
• Who: Individuals with on-site septic systems living in small communities
• Knowledge: Know about on-site systems
• Motivators: Protect water, save money, protect property values
• Barriers: Source of problem may be outside jurisdiction, limited interest until “crisis” occurs
Watershed Groups and Associations
• Who: Groups with a specific water focus
• Knowledge: Lots about water in general, not as much about septic/drinking water
• Motivators: Doing the right thing, making a difference, activism
• Barriers: Distrusts industry, dislikes compromise
Homeowner Associations
• Who: Groups of homeowners living in clustered communities
• Knowledge: Varies greatly, some will know more than others about this issue
• Motivators: Protecting drinking water, saving money
• Barriers: Issue is complex and potentially expensive to deal with
Septic Installers and Service Providers
• Who: Mostly small business people who interact with customers
• Knowledge: Lots about septic, less about source water protection
• Motivators: Business-oriented, making money
• Barriers: Lack of time
Civic/Special Interest Groups
• Who: Involved individuals within a community
• Knowledge: How to get things done in their community
• Motivators: Doing the right thing, positive publicity
• Barriers: Competing with other issues
Non-Community Water Systems
• Who: Mostly part-time operators
• Knowledge: Often understand both drinking water and wastewater
• Motivators: Technical assistance, ability to be involved in community
• Barriers: Lack of time, not adept at communications with others
Similarities Across all Groups
• Time is limited
• Prefer short messages
• Agreement that issue is important, but understanding is limited/incomplete
• Few resources (financial or time) to readily devote to this issue
• Other competing priorities
Differences Across Groups
• Initial interest in this topic
• Willingness to work on this topic
• Level of authority to solve problem or address issue
• Level of comfort in working with others in community to solve problems
• Communication styles and preferences