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Discovering the Markets for Direct Marketing
1.
Discovering the Markets
for Direct Marketing Presented by Lindsey Fair
2.
differentiation
3.
positioning
4.
how does “everyone”
(MASS) become a segment, or a smaller piece of the pie ? 21/02/11
5.
What lists are
you on?
6.
21/02/11 geographic
7.
demographic
8.
21/02/11 socialgraphic
9.
21/02/11 psychological
10.
21/02/11 behavioural
11.
21/02/11 industrial
12.
what are the
characteristics of a 24 yr old female?
Notas do Editor
Tie back to pen game Tell the grass cutting story
( Includes culture, sub-culture, social class, peer group, reference individuals) How? -Memberships-Subscriptions-Online affiliations-Referral
( Includes lifestyle, habits, attitudes, beliefs, values) *Account for wildly varying buying traits Difficult to define but produce the best lists
( Grouping consumer based on past actions ie:-5W’s of purchases)
Naics, sic’s
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