SEGMENTATION
Who are the biggest customers? The most profitable? The most attractive potential customers? Do the customers fall into any logical groups based on needs, motivations, or characteristics (demographics, attitudes, opinions, activities, interests)?
How could the market be segmented into groups that would require a unique business strategy?
CUSTOMER MOTIVATIONS
What elements of the product/service do customers value most?
What are the customers’ objectives? What are they really buying?
How do segments differ in their motivation priorities?
What changes are occurring in customer motivation? In customer priorities?
UNMET NEEDS
Why are some customers dissatisfied? Why are some changing brands or suppliers?
What are the severity and incidence of consumer problems?
What are unmet needs that customers can identify? Are there some of which consumers are unaware?
Do these unmet needs represent leverage points for competitors or a new business model?
Q2 – Which basis (bases) of segmentation should the doctor use for the procedure you selected? One paragraph explanation.
Q3 – Which basis (bases) of positioning would you recommend for the selected (just one) target segment? Explain in one paragraph.
