Unlike conventional market segmentations that are based on a correlation of merchandise sales or service with the aspects of the purchaser (such as age, sex, income level, and education level), jobs-based segmentation seeks to comprehend the causal roots of purchase-when a buyer needs to "hire" a service or product to get the "job" completed. This note illustrates the thought procedure and the technique behind the jobs-based segmentation and supplies numerous examples.
It emphasizes three levels in the architecture of a job: 1) What is the essential job or problem the customer is facing? This includes political, functional, emotional, and social measurements; 2) What are the experiences in purchase and uses that, if all provided, would sum up to nailing the job totally? (The "hiring standards"); and 3) What do we have to integrate, and how must we knit those things together, so that we can provide these experiences?
PUBLICATION DATE: August 11, 2010 PRODUCT #: 611004-HCB-ENG
This is just an excerpt. This case is about SALES & MARKETING
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