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Tag: Uncovering

  • Marketing Strategy: 7 Steps to Market Segmentation

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    Market segmentation is widely defined as being a complex process consisting in two main phases:

    – identification of broad, large markets

    – segmentation of these markets in order to select the most appropriate target markets and develop Marketing mixes accordingly.

    Everyone within the Marketing world knows and speaks of segmentation yet not many truly understand its underlying mechanics, thus failure is just around the corner. What causes this? It has been documented that most marketers fail the segmentation exam and start with a narrow mind and a bunch of misconceptions such as “all teenagers are rebels”, “all elderly women buy the same cosmetics brands” and so on. There are many dimensions to be considered, and uncovering them is certainly an exercise of creativity.

    The most widely employed model of market segmentation comprises 7 steps, each of them designed to encourage the marketer to come with a creative approach.

    STEP 1: Identify and name the broad market

    You have to have figured out by this moment what broad market your business aims at. If your company is already on a market, this can be a starting point; more options are available for a new business but resources would normally be a little limited.

    The biggest challenge is to find the right balance for your business: use your experience, knowledge and common sense to estimate if the market you have just identified earlier is not too narrow or too broad for you.

    STEP 2: Identify and make an inventory of potential customers’ needs

    This step pushes the creativity challenge even farther, since it can be compared to a brainstorming session.

    What you have to figure out is what needs the consumers from the broad market identified earlier might have. The more possible needs you can come up with, the better.

    Got yourself stuck in this stage of segmentation? Try to put yourself into the shoes of your potential customers: why would they buy your product, what could possibly trigger a buying decision? Answering these questions can help you list most needs of potential customers on a given product market.

    STEP 3: Formulate narrower markets

    McCarthy and Perreault suggest forming sub-markets around what you would call your “typical customer”, then aggregate similar people into this segment, on the condition to be able to satisfy their needs using the same Marketing mix.

    Start building a column with dimensions of the major need you try to cover: this will make it easier for you to decide if a given person should be included in the first segment or you should form a new segment. Also create a list of people-related features, demographics included, for each narrow market you form – a further step will ask you to name them.

    There is no exact formula on how to form narrow markets: use your best judgement and experience. Do not avoid asking opinions even from non-Marketing professionals, as different people can have different opinions and you can usually count on at least those items most people agree on.

    STEP 4: Identify the determining dimensions

    Carefully review the list resulted form the previous step. You should have by now a list of need dimensions for each market segment: try to identify those that carry a determining power.

    Reviewing the needs and attitudes of those you included within each market segment can help you figure out the determining dimensions.

    STEP 5: Name possible segment markets

    You have identified the determining dimensions of your market segments, now review them one by one and give them an appropriate name.

    A good way of naming these markets is to rely on the most important determining dimension.

    STEP 6: Evaluate the behavior of market segments

    Once you are done naming each market segment, allow time to consider what other aspects you know about them. It is important for a marketer to understand market behavior and what triggers it. You might notice that, while most segments have similar needs, they’re still different needs: understanding the difference and acting upon it is the key to achieve success using competitive offerings.

    STEP 7: Estimate the size of each market segment

    Each segment identified, named and studied during the previous stages should finally be given an estimate size, even if, for lack of data, it is only a rough estimate.

    Estimates of market segments will come in handy later, by offering a support for sales forecasts and help plan the Marketing mix: the more data we can gather at this moment, the easier further planning and strategy will be.

    These were the steps to segment a market, briefly presented. If performed correctly and thoroughly, you should now be able to have a glimpse of how to build Marketing mixes for each market segment.

    This 7 steps approach to market segmentation is very simple and practical and works for most marketers. However, if you are curious about other methods and want to experiment, you should take a look at computer-aided techniques, such as clustering and positioning.

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    Source by Otilia Otlacan

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  • Uncovering the Weight & Lifestyle Connection

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    Why do some people have a harder time losing weight than others?

    Some people have really low metabolisms due to inborn genetic conditions. Others develop hormone-imbalance disorders like hypothyroidism later in life, which can also make losing weight nearly impossible without proper treatment.

    However, the most common cause of delay in weight loss is actually lifestyle choices.

    If you are already dieting and working out and you still aren’t seeing any progress, it’s time to do a lifestyle check to see if you have any “weight loss traps” holding you back.

    What are “weight loss traps?”

    Weight loss traps are habits, beliefs and general lifestyle factors that can slow down your progress in slimming down. To say that only diet and exercise are needed to slim down is an oversimplification. There are many other factors that affect a person’s weight.

    Factor #1: Daily Routines

    How do our daily routines affect weight loss?

    Daily routines have a definite impact on the weight loss process. If people evaluated their main routines at home or at work, they would immediately see why the weight isn’t coming off.

    If you grab cheeseburgers or tacos for lunch and you skip breakfast on most days, your metabolism is probably very low and your body isn’t burning calories at an optimum level.

    Poor eating habits often have precedents. For example, if a person doesn’t have time in the morning to prepare breakfast, it is likely that they often sleep late and wake up in the morning with only minutes left to shower and dress for work.

    It’s important that you slowly change your daily routines to fit your new lifestyle requirements. Otherwise, your body will not be able to shed fat efficiently.

    Factor #2: Stress Levels

    How stressed are you on most days?

    If you answered “very stressed” or “extremely stressed”, your level of stress may also be preventing you from losing weight.

    In addition to the mental strain that stress creates, physiological stress also affects cardiorespiratory efficiency, nerve health and even your digestive health. In short, when you are mentally stressed, your body (including your vital organs) is stressed too.

    In this situation, the only viable option is stress management.

    There are many stress management techniques available, from meditation to massage therapy. Some individuals like playing subliminal recordings with ambient sounds to relieve themselves of stress. Explore your options and see which technique will be the most beneficial for you.

    Factor #3: Sleep Quality

    Sleep is the only time that the body can start renewing and repairing itself. When you are actively losing extra weight, your body needs even more sleep so that your muscles and organs can repair and reconfigure themselves to function more efficiently.

    What happens when you don’t get enough sleep at night?

    Lack of sleep or poor sleep quality can affect your ability to exercise. Your metabolism is also slower and the digestion and absorption of nutrients also slow down.

    Having less than 6 hours of sleep every night can also cause physical stress which further reduces your metabolic efficiency. In short, if you want to melt away those extra inches, you have to give your “fat burning machine” the rest that it needs.

    How can you get better sleep at night?

    No Gadgets – If you are going to sleep, leave your tablet computer and smartphone on the bedside table or even farther away. Watching TV is also a bad idea as it makes your mind more active, making sleep harder to come.

    Aromatherapy – Starting with the ability to relax your mind and body, aromatherapy can vastly improve your sleep habits. Getting to sleep, staying asleep, the quality of sleep you are getting, and the ability to wake up refreshed are all quality sleep habits that aromatherapy can help you with.

    Lights Off – Current research shows that having even a small amount of light present during bedtime can affect sleep quality. It appears that we instinctually associate any form of light with sunlight and therefore, wakefulness.

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    Source by Josee Smith

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  • Rolling Deposits – Uncovering the Granddaddy of Cash Fraud

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    The Shift Manager of the fast food restaurant sat in his car, under a shade tree in a parking lot. On the floor board are unused disposable deposit bags and a destroyed deposit bag that had been sealed with last night’s closing deposit. The manager had sliced open the deposit bag and the passenger seat is littered with the contents – ones, fives, tens, twenties, and change. He will use one of the unused bags to make a new deposit. The manager counted the funds several times, his stress level mounting. The amount is not enough to match a deposit slip for a deposit dated two days ago. Two days ago? What is going on here? Why did he open a deposit bag today for funds to match a deposit ticket that is two days old? Do you know?

    This is a theft scheme called “rolling deposits” and unfortunately it is not uncommon when retail and restaurant managers prepare deposits and make deposit runs to the bank. The employee steals all or a portion of the day’s deposit and makes up for the stolen cash from the contents of future deposits to cover the thefts. The scheme continues as long as the manager has access to deposits.

    The tell tale sign of the “rolling deposit” theft scam is deposits taken to the bank by a particular manager are consistently validated by the bank several days after they should be. Deposits taken to the bank by the other managers are validated on time. The stress level of the manager who is scheming mounts as the need to match deposit funds with unvalidated deposit tickets becomes increasingly complicated. As in the example above, the deposit the manager opened is not enough to cover the past deposit ticket. The manager will now have to wait to add funds from tomorrow’s deposit to conceal his thefts.

    If the business is using disposable deposit bags and the deposit was prepared by another manager, our shift manager involved in the theft scheme makes the bank run with the deposit. As in the scenario above, the shift manager in order to continue his thefts, must cut open the sealed deposit bag and remove the cash and the accompanying deposit slip.

    With no intervention, these theft schemes can go undetected for a long time and the cash losses can be staggering. Experienced security and loss prevention professionals can easily reveal the fraud with a little investigation. In my experience, the manager conducting the rolling deposit fraud will readily confess when interviewed properly. They are so stressed trying to keep the scheme floating, they are generally relieved that it is over.

    There are tried and true protocols in establishing sound loss control practices to prevent this type of scheme and ways to easily uncover it. If you suspect one of your employees of rolling deposits:

    1. Develop a chart – across the top of the chart list these columns: Date, Shift (deposit), Amount of Deposit, Bag #, Depositor Name, Date of Bank Verification. Make a separate line for each deposit. Down the left side of the chart, list the sequential days of the month. Fill in the corresponding information starting with the first of the month.

    2. Analyze the chart – Look for patterns and discrepancies such as missing disposable bag numbers from the sequence, “leapfrogging” of bag numbers and deposit validations from the bank. Look for a pattern of the same manager taking the deposits to the bank when the discrepancies occur.

    3. Action – Prohibit suspect’s access to deposits. If rolling deposit scheme is occurring, a deposit will soon show excessive shortages or missing altogether. Track the deposit activity for past months to get a better indication when the discrepancies first appeared.

    4. Prevention

    * Require all deposits be sealed in disposable deposit bags

    * Eliminate the vinyl/canvas/zippered pouches

    * Record deposit bag number with corresponding deposit

    * Require depositors to sign for deposits they take to the bank

    * Check all deposit validation dates from the bank with the dates of business

    * Develop strong cash and deposit auditing programs looking for deposit bags and validations out of sequence

    * Have a bank representative notify you of “late” deposits (> 3 days late)

    * Consider SMART safes or armored car service

    Taking deposits to the bank is a common practice for Fast Food (QSR) restaurant and retail management. It is fraught with issues such as time away from management responsibilities in the restaurant or store, exposure to traffic accidents and crime, and this “rolling deposit” theft scheme. Although seemingly the cheapest way of getting funds to the bank, it may be most costly should the manager be seriously injured or killed in a car crash or armed robbery during the transport. Stealing tens of thousands of dollars from deposits may pale in comparison.As new technology is developed, armored cars service becomes more competitive, and ways of banking become more progressive it may be time to rethink how we get our money to the bank and eliminate the exposures to our people and our profits. So what is going here? Why are certain deposits getting to the bank several days late?

    Now you know, and now you can do something about it.

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    Source by Libby Libhart

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