Chapter Questions

1. Chapter Questions How can markets be segmented? How can a company best divide a market into segments? How should a company choose the most attractive target markets? What are the requirements for effective targeting?

2. Mature consumers are a rapidly growing market

3. Segmenting Consumer Markets Geographic Demographic Psychographic Behavioural

4. Basic Market Preference Patterns

5. Effective Targeting Criteria Measurable Substantial Accessible Differentiable Actionable

6. Effective Targeting Requires… • Identify and profile distinct groups of people who differ in their needs and preferences. • Select one or more market segments to target. • Establish and communicate the distinctive benefits of the market offering.

7. Water Use: 8 Identified Audiences! • First priority audiences: • Local/elected officials • Operators • Homeowners/landowners • Watershed groups/associations • Second priority audiences: • Homeowner associations, septic professionals, civic groups, NCWS • See detailed information on each audience

8. Local/Elected Officials • Who: Many levels of leadership, often not a full-time job as a leader • Knowledge: Ins and outs of local community • Motivators: Serving community, reduced complaints, saving money • Barriers: Lack of time and financial cost to address issue

9. Community Water System Operators • Who: In charge of many things, not just water system • Knowledge: About doing their job, but less about community outreach/policy change • Motivators: Do the right thing, save time, less monitoring • Barriers: Don’t have authority, little time

10. Homeowners and Landowners • Who: Individuals with on-site septic systems living in small communities • Knowledge: Know about on-site systems • Motivators: Protect water, save money, protect property values • Barriers: Source of problem may be outside jurisdiction, limited interest until “crisis” occurs

11. Watershed Groups and Associations • Who: Groups with a specific water focus • Knowledge: Lots about water in general, not as much about septic/drinking water • Motivators: Doing the right thing, making a difference, activism • Barriers: Distrusts industry, dislikes compromise

12. Homeowner Associations • Who: Groups of homeowners living in clustered communities • Knowledge: Varies greatly, some will know more than others about this issue • Motivators: Protecting drinking water, saving money • Barriers: Issue is complex and potentially expensive to deal with

13. Septic Installers and Service Providers • Who: Mostly small business people who interact with customers • Knowledge: Lots about septic, less about source water protection • Motivators: Business-oriented, making money • Barriers: Lack of time

14. Civic/Special Interest Groups • Who: Involved individuals within a community • Knowledge: How to get things done in their community • Motivators: Doing the right thing, positive publicity • Barriers: Competing with other issues

15. Non-Community Water Systems • Who: Mostly part-time operators • Knowledge: Often understand both drinking water and wastewater • Motivators: Technical assistance, ability to be involved in community • Barriers: Lack of time, not adept at communications with others

16. Similarities Across all Groups • Time is limited • Prefer short messages • Agreement that issue is important, but understanding is limited/incomplete • Few resources (financial or time) to readily devote to this issue • Other competing priorities

17. Differences Across Groups • Initial interest in this topic • Willingness to work on this topic • Level of authority to solve problem or address issue • Level of comfort in working with others in community to solve problems • Communication styles and preferences