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Discovering the Markets for Direct Marketing

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Lindsey Fair, MBA
Lindsey Fair, MBA
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Discovering the Markets for Direct Marketing Presented by Lindsey Fair
differentiation
positioning
how does “everyone” (MASS) become a segment, or a smaller piece of the pie ? 21/02/11
What lists are you on?
21/02/11 geographic
demographic
21/02/11 socialgraphic
21/02/11 psychological
21/02/11 behavioural
21/02/11 industrial
what are the characteristics of a 24 yr old female?

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Discovering the Markets for Direct Marketing

Hinweis der Redaktion

  1. Tie back to pen game Tell the grass cutting story
  2. ( Includes culture, sub-culture, social class, peer group, reference individuals) How? -Memberships-Subscriptions-Online affiliations-Referral
  3. ( Includes lifestyle, habits, attitudes, beliefs, values) *Account for wildly varying buying traits Difficult to define but produce the best lists
  4. ( Grouping consumer based on past actions ie:-5W’s of purchases)
  5. Naics, sic’s