Diagrams

Presentations can be considerably enhanced with the use of simple, easy-to-understand diagrams. For example, in researching the way in which computer software is marketed, the diagram in Figure 12.6 was constructed to show the various end-users and the channels of distribution that could be used to reach them.

In a similar way, diagrams may be used to show how different groups of customers differ in their purchase wants and needs. The diagram in Figure 12.7 identifies three types of purchaser of bathroom furnishings, together with important, differentiating aspects of their buying behaviour.

Business

Consumer

FIGURE 12.6

Business

Consumer

FIGURE 12.6

Use of diagrams in presentation

Sophisticated computer presentation packages now enable combined displays to be produced. These can be used either as a page for incorporation in a report or as an overhead transparency master. The example in Figure 12.8 captures the original spreadsheet data for expenditure on rent and housing, together with expenditure on food and drink, along with the scattergraph showing the relationship between the two. It also shows the distribution of both variables across Europe on a map as well as graphic pictures emphasising the products.

Easy-solution buyer

Bathroom purchasers

Bathroom purchasers

Easy-solution buyer

General purchaser

General purchaser

Not price sensitive. Full service required. Only wants to pick the suite

Price sensitive. Uses merchants and

DIY outlets. Likes the challenge

Wants personal contact with salesperson to ask questions. Wants choice possibilities. Wants to see products displayed

FIGURE 12.7

Three types of purchaser of bathroom furnishings

Online Survey Champion

Online Survey Champion

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