How to market to people not like you : "know it or blow it" rules for reaching diverse customers /

"Reach new and diverse customer groups and expand your market share The standard approach to marketing is to look for as many people as possible who fit one core customer profile. How to Market to People Not Like You challenges this traditional thinking about core customer bases, giving you a n...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autor principal: McDonald, Kelly, 1961- (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken, New Jersey : John Wiley & Sons, Inc., [2011]
Temas:
Marketing.
Consumer satisfaction.
Consommateurs > Satisfaction.
marketing.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)
Tabla de Contenidos:
  • Part I. SEVEN STEPS FOR SELLING TO NEW AND UNFAMILIAR CUSTOMERS. 1. Get Out of Your Comfort Zone to Grow Sales
  • 2. Get to Know the Customer Youre Not Getting but Should Be
  • 3. What Do They Need? Tweak Your Product or Service Offerings
  • 4. Make Your Sales and Customer Service Friendly: Little Things Make a Big Difference
  • 5. Communicate in Their Language: Develop Marketing Messages Based on Their Values
  • 6. Use Technology to Reach Your Prospects: Micro Targeting
  • 7. Deal with Naysayers: What If Your Employees or Your Core Audience Dont Like Seeing Their Product Marketed to Other Groups?
  • Part II. KEY CUSTOMERS WHO COULD DRIVE YOUR BUSINESS GROWTH. 8. Different Ages Want Different Things
  • 9. Women: Singles, Heads of Household, Working Moms and Stay-at-Home Moms, Home-Schooling, and More
  • 10. Immigrants: It's About Acculturation, Not Assimilation
  • 11. Hispanics/Latinos: North Americas Fastest-Growing Ethnic Minority
  • 12. African-Americans: A Large and Lucrative Customer Base
  • 13. Asians and Asian-Americans: The Highest Household Income of Any Racial or Ethnic Group
  • Part III. OTHER IMPORTANT MARKET SEGMENTS. 14. Political Views
  • 15. Sexuality: Gay, Lesbian, Bisexual, and Transgendered
  • 16. Hobbies and Special Interests
  • 17. Rural versus Metro
  • 18. Military versus Civilian
  • 19. Vegetarians versus Meat Eaters
  • Conclusion.

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