The first three steps define your target audience or anticipated heavy users. In other words, where you should be spending your marketing dollars. They are:
1. Segmenting the market
1. Segmenting the market
2. Establishing who participates in the purchasing process or buying decision
3. Determining the relative importance of the individuals involved in the purchasing process
The next two steps define your positioning statement. They are:
4. What features are sought
5. What features are delivered
This is a five step guide to determining your target audience and could be very useful (along with our other audience research) in finding out what kind of market our product is aiming for. I got this of the Stratford-Upon-Avon E-Books which allows you to view library books online as a student and is a quick and easy method of finding out information.
(Luther, William M.. Marketing Plan : How to Prepare and Implement It.
Saranac Lake, NY, USA: AMACOM Books, 2001. p 54.
http://site.ebrary.com/lib/stratford/Doc?id=10120161&ppg=72
Copyright © 2001. AMACOM Books. All rights reserved.)
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