CU

STOM

ERN

EEDS

/ REQ

UIR

EMEN

TS/ D

EMA

ND

S

WHY DOES CAMPBELL MAKE FOUR DIFFERENT KINDS OF ITALIAN SAUCES:

BECAUSE THEY CAN?

MA

RK

ETFO

CU

S

Screw everybody else. This isn't

democracy; this is capitalism.

Marketers should not fall into the PR-induced trap of attempting to make all the people generally happy all the time. Define who your target market is and do all in your power to inspire their love, belief and allegiance.

KARL MARX

HO

WTO

SEGM

ENT

AM

AR

KET

PROFITS | BEHAVIORS | BENEFITS

DEMOGRAPHICS (AGE, GENDER, GEOGRAPHY)

MARKET SEGMENTATION:

IT‟S NOT ABOUT HOW DIFFERENT EACH GROUP IS,

IT „S ABOUT

HOW ALIKE EACH CUSTOMER IS.

SEC

RET

TOSELL

AS THE MATTER OF

FACT THE EARTH

REVOLVES AROUND

SUN ME!Nicolas Copernicus

CU

STOM

EREX

PER

IENC

E

“DEAL WITH THE WORLD AS IT IS, NOT

HOW YOU'D LIKE IT TO BE.”– Jack Welch

CA

SESTU

DY: B

LOC

KB

USTER

VS. N

ETFLIX

1 2 3 4 5 6 7 8

Learning Planning Browsing Choosing Renting Viewing Returning Exception(Late Fee)

po

siti

ven

eu

tral

ne

gati

ve

Above the surface customer experience

MEDIA RENTAL COMPANY

Below the surface customer experience

Customers’ Responsibility

Learning Planning Browsing Choosing Renting Viewing Returning Exception(Late Fee)

M M

M

MM

M

M

M

M Blockbuster + Hollywood N Netflix

N N N N

N

N

N NN

CU

STOM

ERR

ELATIO

NSH

IPC

YCLE

Awareness

Branding

Investigation

Lead Generation & Qualification

ConsiderationBidding & Proposal

PurchaseNegotiation &

Close

UseFulfillment

SatisfactionCustomer

Service

LoyaltyRetention &

Up / Cross sale

AdvocacyWOM / Referral

Pre-Purchase Purchase Post-Purchase

AWARENESS

INVESTIGATION

CONSIDERATION ?PURCHASE

USE

SATISFACTION

LOYALTY

ADVOCACY

BRANDING

LEAD GENERATION / QUALIFICATION

BIDDING / PROPOSAL

NEGOTIATION / CLOSE

FULFILLMENT

CUSTOMER SERVICE

RETENTION & UP / CROSS SALE

WOM / REFERRAL

PR

AC

TICA

LEX

AM

PLE

BETTER ALIGN OFFERINGS AND WAYS OF

DOING BUSINESS SO THEY MATTER TO

CUSTOMERS AND ARE HARD FOR

COMPETITORS TO COPY.

TH

EP

ERSO

NA

LTO

UC

H

THE PERSONAL TOUCH. THE MORE YOU TREAT YOUR CUSTOMERS AS INDIVIDUALS, THE MORE

MOTIVATED THEY ARE TO LISTEN TO WHAT YOU’RE SAYING AND BUY WHAT YOU’RE SELLING.

START THE CONVERSATION & UNCOVER MANY REAL OPPORTUNITIES THAT MAY HAVE BEEN PREVIOUSLY HIDDEN IN PLAIN SIGHT.

CPSPHERE IS AN INNOVATIVE MANAGEMENT CONSULTING FIRM, FOCUSED ON STRATEGIC SALES AND

MARKETING AND ITS HANDS-ON EXECUTION. RESULTING IN INCREASED SALES AND IMPROVED PROFITS.

WWW.CPSPHERE.COM | 310.645.0707 | GROWTH@CPSPHERE.COM

5777 W. CENTURY BLVD. SUITE 1250, LOS ANGELES, CA 90045