Strategic Marketing Basics

Some products may be used in very different circumstances:

 

• A hotel room or an airline ticket may be sold to tourists or to businessmen;

• Electricity may be distributed to industries or households;  

• Photographic equipment may be marketed to professionals or amateurs;  

• Paints are used by do-it-yourselfers and by professional painting companies…

The list of products or services used in very different circumstances is endless.

 

The basic principle underlying the use of this type of criteria is the diversity of the expectations, needs and buying/using behaviours of the customers resulting from each type of usage.