Within the rollout markets, the company must target its initial distribution and promotion to the best prospect groups. Presumably, the company has already profiled Developing the prime prospects, who would ideally have the following characteristics: They would
Marketing be early adopters, heavy users, and opinion leaders, and they could be reached at a
Strategies low cost.40 Few groups have all these characteristics. The company should rate the various prospect groups on these characteristics and target the best prospect group. The aim is to generate strong sales as soon as possible to motivate the sales force and attract further prospects.
Many companies are surprised to learn who really buys their product and why. Microwave ovens began to enjoy explosive growth only after microwave-oven popcorn was developed. Households dramatically increased their purchase of computers when the CD-ROM multimedia feature was introduced.
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