By Nilson T.H.

This publication explores the more and more vital subject of name development in the one-to-one idea. It explains easy methods to in achieving what all sellers dream a couple of services or products personalized for every person patron that's either a superb price for the buyer and a ecocnomic enterprise for the manufacturer. It makes use of useful instruments and case reviews to teach how a firm can optimize its model advertising assets.

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We are different but not uniquely so. By categorizing the target audience into segments based on selected criteria, it all becomes much more easy to understand and manage, and much more financially viable. This is the only reason for using segmentation. The main challenge of segmentation is to find criteria that are relevant to the market sector in question. This can be life stages (for markets such as home furnishing), income level (financial services products), gender and age (sanitary protection and sports products), type of dwelling (home insurance), lifestyle (holidays and fashion), etc.

If it is possible to increase that element of trust by doing the right things, providing interesting products or seen to be caring and perhaps even entertaining, much is to be gained. The more uncertainty, the more welcome is a trusted brand. Markets fragment, communication . . 37 Many of the factors mentioned above are more likely to make life difficult for the marketing executive than making it easy. However, there are also plenty of opportunities. The main task, though, is to recognize what the trends are.

There is a multitude of studies proving and illustrating that if the number of loyal customers goes up so will profits. And common sense supports the evidence. It is more expensive to recruit a new customer than getting a repeat from an existing one, so repeat business must be more profitable. 20 Customize the Brand These five marketing fundamentals are essential for any business in any circumstance. They are, though, particularly relevant in the context of developing a customized brand: . Lead the market – customized branding is a new concept.

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