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CUSTOMER NEEDS / REQUIREMENTS / DEMANDS
WHY DOES CAMPBELL MAKE FOUR DIFFERENT KINDS OF ITALIAN SAUCES:

BECAUSE THEY CAN?
MARKET
Screw everybody else. This isn't




                                                            FOCUS
democracy; this is capitalism.

 Marketers should not fall into the PR-
 induced trap of attempting to make all the
 people generally happy all the time. Define
 who your target market is and do all in your
 power to inspire their love, belief and
 allegiance.




                                                KARL MARX
HOW
                                                         TO SEGMENT A MARKET
MARKET SEGMENTATION:
IT‟S NOT ABOUT HOW DIFFERENT EACH GROUP IS,
IT „S ABOUT
HOW ALIKE EACH CUSTOMER IS.




                DEMOGRAPHICS ( AGE, GENDER, GEOGRAPHY)

      PROFITS | BEHAVIORS | BENEFITS
SECRET TO SELL
                     AS THE MATTER OF
                     FACT THE EARTH
                     REVOLVES AROUND
Nicolas Copernicus
                     SUN ME!
CUSTOMER EXPERIENCE
“DEAL WITH THE WORLD AS IT IS, NOT
HOW YOU'D LIKE IT TO BE.”
                                – Jack Welch
CASE STUDY: BLOCKBUSTER VS.
    Learning          Planning                Browsing           Choosing           Renting               Viewing           Returning     Exception(Late Fee)

        1                   2                     3                   4                 5                     6                 7              8




                                           Learning        Planning       Browsing            Choosing            Renting    Viewing    Returning   Exception(Late Fee)
                                positive




                                             N               N                  N                N                  N                      N             N
                                                                                M                                   M




                                                                                                                                                                           NETFLIX
Above the surface
                                neutral




customer experience
                                                                                                                                           M
                                                                                                                    N
MEDIA RENTAL COMPANY
                                negative




                                                                                                                                                           M


Below the surface
                                                                                                                                N
customer experience                          M               M                                        M                         M
Customers’ Responsibility

                                             M        Blockbuster + Hollywood       N       Netflix
CUSTOMER RELATIONSHIP CYCLE
     AWARENESS                               BRANDING
     INVESTIGATION                           LEAD GENERATION / QUALIFICATION
     CONSIDERATION                         ? BIDDING / PROPOSAL
     PURCHASE                                NEGOTIATION / CLOSE
     USE                                     FULFILLMENT
     SATISFACTION                            CUSTOMER SERVICE
     LOYALTY                                 RETENTION & UP / CROSS SALE
     ADVOCACY                                WOM / REFERRAL




Awareness        Investigation   Consideration
                                                   Purchase            Use       Satisfaction      Loyalty        Advocacy
                    Lead           Bidding &
 Branding                                        Negotiation &     Fulfillment    Customer       Retention &       WOM /
                 Generation &      Proposal                                                     Up / Cross sale
                                                    Close                          Service                         Referral
                 Qualification



            Pre-Purchase                                    Purchase                            Post-Purchase
BETTER ALIGN OFFERINGS AND WAYS OF




                                     PRACTICAL EXAMPLE
DOING BUSINESS SO THEY MATTER TO
CUSTOMERS AND ARE HARD FOR
COMPETITORS TO COPY.
THE PERSONAL TOUCH
THE PERSONAL TOUCH. THE MORE YOU TREAT YOUR CUSTOMERS AS INDIVIDUALS, THE MORE
 MOTIVATED THEY ARE TO LISTEN TO WHAT YOU’RE SAYING AND BUY WHAT YOU’RE SELLING.
START THE CONVERSATION & UNCOVER MANY REAL OPPORTUNITIES
THAT MAY HAVE BEEN PREVIOUSLY HIDDEN IN PLAIN SIGHT.

CPSPHERE IS AN INNOVATIVE MANAGEMENT CONSULTING FIRM, FOCUSED ON STRATEGIC SALES AND
MARKETING AND ITS HANDS-ON EXECUTION. RESULTING IN INCREASED SALES AND IMPROVED PROFITS.




 WWW.CPSPHERE.COM   | 310.645.0707 | GROWTH@CPSPHERE.COM
 5777 W. CENTURY BLVD. SUITE 1250, LOS ANGELES, CA 90045

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Acquire New Customers

  • 1. CUSTOMER NEEDS / REQUIREMENTS / DEMANDS WHY DOES CAMPBELL MAKE FOUR DIFFERENT KINDS OF ITALIAN SAUCES: BECAUSE THEY CAN?
  • 2. MARKET Screw everybody else. This isn't FOCUS democracy; this is capitalism. Marketers should not fall into the PR- induced trap of attempting to make all the people generally happy all the time. Define who your target market is and do all in your power to inspire their love, belief and allegiance. KARL MARX
  • 3. HOW TO SEGMENT A MARKET MARKET SEGMENTATION: IT‟S NOT ABOUT HOW DIFFERENT EACH GROUP IS, IT „S ABOUT HOW ALIKE EACH CUSTOMER IS. DEMOGRAPHICS ( AGE, GENDER, GEOGRAPHY) PROFITS | BEHAVIORS | BENEFITS
  • 4. SECRET TO SELL AS THE MATTER OF FACT THE EARTH REVOLVES AROUND Nicolas Copernicus SUN ME!
  • 5. CUSTOMER EXPERIENCE “DEAL WITH THE WORLD AS IT IS, NOT HOW YOU'D LIKE IT TO BE.” – Jack Welch
  • 6. CASE STUDY: BLOCKBUSTER VS. Learning Planning Browsing Choosing Renting Viewing Returning Exception(Late Fee) 1 2 3 4 5 6 7 8 Learning Planning Browsing Choosing Renting Viewing Returning Exception(Late Fee) positive N N N N N N N M M NETFLIX Above the surface neutral customer experience M N MEDIA RENTAL COMPANY negative M Below the surface N customer experience M M M M Customers’ Responsibility M Blockbuster + Hollywood N Netflix
  • 7. CUSTOMER RELATIONSHIP CYCLE AWARENESS BRANDING INVESTIGATION LEAD GENERATION / QUALIFICATION CONSIDERATION ? BIDDING / PROPOSAL PURCHASE NEGOTIATION / CLOSE USE FULFILLMENT SATISFACTION CUSTOMER SERVICE LOYALTY RETENTION & UP / CROSS SALE ADVOCACY WOM / REFERRAL Awareness Investigation Consideration Purchase Use Satisfaction Loyalty Advocacy Lead Bidding & Branding Negotiation & Fulfillment Customer Retention & WOM / Generation & Proposal Up / Cross sale Close Service Referral Qualification Pre-Purchase Purchase Post-Purchase
  • 8. BETTER ALIGN OFFERINGS AND WAYS OF PRACTICAL EXAMPLE DOING BUSINESS SO THEY MATTER TO CUSTOMERS AND ARE HARD FOR COMPETITORS TO COPY.
  • 9. THE PERSONAL TOUCH THE PERSONAL TOUCH. THE MORE YOU TREAT YOUR CUSTOMERS AS INDIVIDUALS, THE MORE MOTIVATED THEY ARE TO LISTEN TO WHAT YOU’RE SAYING AND BUY WHAT YOU’RE SELLING.
  • 10. START THE CONVERSATION & UNCOVER MANY REAL OPPORTUNITIES THAT MAY HAVE BEEN PREVIOUSLY HIDDEN IN PLAIN SIGHT. CPSPHERE IS AN INNOVATIVE MANAGEMENT CONSULTING FIRM, FOCUSED ON STRATEGIC SALES AND MARKETING AND ITS HANDS-ON EXECUTION. RESULTING IN INCREASED SALES AND IMPROVED PROFITS. WWW.CPSPHERE.COM | 310.645.0707 | GROWTH@CPSPHERE.COM 5777 W. CENTURY BLVD. SUITE 1250, LOS ANGELES, CA 90045