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Utility consumers
The relationship between utilities and customers is an evolving one. This relationship, once considered to be straightforward, has become more complex. Here are the segments we found in this market:
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Business travelers
While behaviors and demographics are easy ways to segment a market, such approaches don’t delve deeply into what motivates the traveler. How should a corporate travel agent handle each of the following customers?
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Hispanic consumers
Hispanics have been defined by demographics, country of origin, behaviors, and language usage. Now we’ve added motivations. Through our study, we have discovered these three different segments:
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Marketing executives
How do you differ from your fellow marketers in obtaining insights on your market? If you market to marketers, you might consider a different strategy for each of the following segments:
