소비자 구매에 있어 다양한 영향력자

회사가 서로 다른 시장 부문에 동일한 제품을 제공할 때 여러 지지층을 갖게 됩니다.

Why is this important in Marketing? Often times, your direct buyer is not the most important influencer. Children, doctors, relatives, and social referential leaders often assume major positions in the purchasing decision.

As a result, it is important to understand these indirect customers and influencers and integrate this understanding into marketing strategy. Multiple Constituency Marketing applies to a wide number of industries including the Pharmaceutical, Hospitality, Consumer Goods, Toys, and Entertainment sectors.

다중 구성원 = 실제 구매자 + 영향력 있는 사람

Influencers can include, for example, doctors, accrediting agencies, children, relatives, thought leaders, and referential leaders in society.

다중 지지층 마케팅의 예

One example of Multiple Constituency Marketing is in the Pharmaceutical sector. Take for example Viagra as a drug. Pharmaceutical firms target not only the doctor who is the gatekeeper in the prescription purchasing decision. Pfizer targets customers directly to inquire from their doctors about getting the drug, appealing to their psychological needs of potency and “scoring” (indicated by its communications). Beyond this, it also targets wives via television communications, appealing to their needs of intimacy. It also appeals to referential leaders like Bob Dole.

Companies that manufacture foods also consider how to appeal to not only the adult that will purchase the product, but also the children and significant other who heavily influence purchasing.

다중 선거구 이해

여러 구성원을 보유한 회사는 해당 부문의 요구 사항을 충족하는지 지속적으로 확인해야 합니다.

• 요구사항
• 원하는
• 요구사항
• 동향
• 기회
• 단점

Key Success Factors in Influencer Marketing

• 제공되는 제품 조정
• 구매 과정의 모든 영역에서 인플루언서 및 구매자와의 관계 발전
• 조직의 모든 수준이 영향력 있는 사람 및 고객과 긴밀한 관계를 유지하도록 보장
• 관련된 모든 세그먼트에 호소 메시지
• 세그먼트에 도달하기 위해 다양한 형태의 커뮤니케이션 채널 제공