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Management article
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Reference no. ICR101A
Authors: Nader Tavassoli
Published by: International Commerce Institute
Published in: "International Commerce Review", 2011
Length: 13 pages

Abstract

Sometimes the same customer has different goals or priorities. Often, a ‘consumer’ has different needs to a ‘shopper’. And the same shopper has different needs depending where they are in the shopping process. Traditional segmentations of customers by age, sex, class, personality etc fail to address these subtleties. No matter how much data you collect about a customer, if you cannot distinguish between different customers’ tasks or goals, you are likely to miss some pivotal market dynamics. What role, for example, does the customer’s current task play within her broader needs hierarchy? Is it just one part of achieving a bigger, broader goal? By understanding markets as ‘collections of goals’ marketers can generate new insights and reveal new growth opportunities.

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Abstract

Sometimes the same customer has different goals or priorities. Often, a ‘consumer’ has different needs to a ‘shopper’. And the same shopper has different needs depending where they are in the shopping process. Traditional segmentations of customers by age, sex, class, personality etc fail to address these subtleties. No matter how much data you collect about a customer, if you cannot distinguish between different customers’ tasks or goals, you are likely to miss some pivotal market dynamics. What role, for example, does the customer’s current task play within her broader needs hierarchy? Is it just one part of achieving a bigger, broader goal? By understanding markets as ‘collections of goals’ marketers can generate new insights and reveal new growth opportunities.

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