Identifying the Customer and Problem

Part 1: Identifying the Customer and Problem
Describe a primary decision maker in your target segment: who they are, what they like, how they make buying
decisions. Describe the primary problem(s) your organization, product or service will help them solve.
Part 2: Factors Influencing Customer Decisions
Provide a brief profile of your target segment using at least three of the following categories:
Geographic characteristics: e.g., location, region, population size or climate.
Personal and demographic characteristics: e.g., age, gender, family size, family life stage, income, personality.
Social and Psychological characteristics: e.g., culture, social class, lifestyle, motivation, attitudes, reference
groups, beliefs.
Situational characteristics: e.g., buying situation, level of involvement, market offerings, frequency of use,
brand loyalty.
B2B/organizational buying considerations: e.g., individual factors, organizational factors, business environment
factors, types of complexity
Part 3: Reaching the Customer
Based on this profile, identify 2–3 marketing strategies or tactics you believe would be effective at reaching this
target segment, and briefly explain why they are a good fit.