Customizing per Segment

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Chapter 3 defines different ways of segmenting potential users; this chapter covers developing a marketing strategy for BusinessObjects. Now you need to tie the two together and tailor the marketing strategy to each user segment. Table 4-5 shows three potential user segments. Table 4-6 shows how you would customize the marketing mix according to these segments.

Table 4-5: Potential User Segments

Segment Characteristics	Accountant	VP Marketing	External Customer
Computer literacy level	High	Moderate	Unknown
Primary or secondary	Primary	Secondary	Primary
Job level	Mid	Upper	Unknown
Analytic job component	High	Low	Unknown
Spreadsheet user	Yes	No	Unknown
Amount of travel	Minimal	High	Minimal

Table 4-6: Customized Marketing Strategy per User Segment

Marketing Mix	Accountant	VP Marketing	External Customer
Product(s)	BusinessObjects	InfoView, exception reports from Broadcast Agent	WebI
Product benefits to emphasize	Access to any information, ad hoc reporting	Monitor key indicators	Manage costs
Price	Overhead cost	Overhead cost	Per-report fee
Place	Desktop	PDA	Browser
Promotional media	E-mail, internal user conferences	Staff meetings, corporate newsletters	Fact sheet, site visit from salesperson
Training approach	Classroom, books	Reference card	Reference card

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