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The range statement relates to the unit of competency as a whole. It allows for different work environments and situations that may affect performance. Bold italicised wording, if used in the performance criteria, is detailed below. Essential operating conditions that may be present with training and assessment (depending on the work situation, needs of the candidate, accessibility of the item, and local industry and regional contexts) may also be included. |
Criteria may include: | attitudeaverage order value in units and dollars desired benefits business characteristicsconsumer needsdemographicsgeographylifestylelifetime value in units, dollars and number of transactionsproduct or service usagepsychographicsrecency and frequency of response to direct marketing activitiessocial and cultural factors |
Sources of information for segmenting and profiling markets may include: | advertising sales representativesexisting research dataindustry sourcesmedia representativesoriginal a priori research (where the market segments are assumed at the beginning and research is used to confirm them)original response based researchowners or brokers of mail, email and phone listssales representativeswebsite operators |
Usefulness in terms of size may include: | segments which are large enough to justify the expense of creating distinctive offers and creative executionssmall segments which are viable if telephone and email are used as communication media rather than other types of media |
Potential may include: | high response of market segment members to test campaignshigh response to previous campaigns by members of market segments |
Distinctive needs may include: | specific price pointsspecific products or servicesspecific response vehicles such as:store visiting onlywebsite only responsespecific timing of communications such as:day of weekseasonalitytime of day |
Easy identification of members may include: | flags such as:postcodedate of last purchasegeographical location of segment members, such as:citymetropolitan regionregional centrerural regionstate or territoryspending habits such as:one-off purchaserssubscribers |
Distinctive media use patterns may include: | ageemail useethnic language television, newspapers and radiogenderinternet usemobile phone usespecial interests |
Selection of market segments may be contingent upon: | expected frequency of purchaseexpected lifetime as customersexpected volume of purchasehow efficiently segment members can be reached with targeted communicationsone or more segments |
Approaches may include: | describing total market in dollar or unit terms as gross sales of all other products or services similar to those offered by the organisationdescribing total market in prospect terms as those most similar to current customersidentifying consumers with relevant needsidentifying current users of a product or serviceidentifying people with related characteristics |
Prospective users may include: | market segment users most similar to current customers |
Segment descriptors may include: | demographic descriptionsgeographic descriptionshistoric descriptions such as:volume of purchasefrequency of purchasepsychographic descriptions |
Strategic marketing options may include: | advertising strategies such as:most cost effective creative executionsmost cost effective media or media vehicle for each segmentmost cost-effective media or media vehicledistribution strategies such as:one-step multi-stepinnovative strategies |
Targeting strategies may include: | anniversary of first purchaseconcentrated, differentiated and mass strategiesde-duping prospect lists against customer listsdifferentiation and segmentationease of entryfrequency of purchasegendergeography of home or workplacegrowth considerationsinnovationmarket sharemedia usageniche marketsprice sensitivitypurchasing powerrecency of purchasesales volume |
Standard statistical terms may include: | categories used by the Australian Bureau of Statistics in collecting and reporting census datamedia selection terms such as:behaviouristicsdemographicsgeo-demographic analysis of census data available from proprietary research suppliersgeographic selections and segmentations |
Demographic descriptions may include: | agedate and place of birthdisabilityeducationfirst languagegenderhousehold incomeindigenous Australianlanguages spoken at homemarital statusnationalitynumber and age of childrenoccupation |
Psychographic descriptions may include: | activitiesaffiliationsattitudesinterestslifestyleopinionspolitical viewsvalues |
Positioning strategies may include: | competitive positioningconspicuous positioningconvenience of useconvenience to buyimage perceptionsmarket follower positionsmarket leader positionsMe-Too positioningprestige and exclusive positioningpricingquality repositioningservice positioninguniquenessvalue positioning |
Marketing requirements may include: | business-to-business marketingdirect marketingideas marketingmarketing of goodspublic sector marketingservices marketingtelemarketing |