Market Segment For assignment PDF

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Summary

Market Segment For assignment end of semester...

Description

Sample segments Hospitals Male, Female, 40-70 stroke patients Rehabilitation/Physiotherapy Clinics Sample Media Vehicle Options Website (Internet A) Medical Blogs/Articles (Internet B) Google AdWords Campaign (Internet C) Email and Calling hospitals/clinics and GPs to build relationships (Communications A) Media Vehicle (Internet A) (Internet B) (Internet C) (Communications A) Media Vehicle (Internet A) (Internet B) (Internet C) (Communications A) Bang per Buck Internet A Internet B Internet C Communications A

Segment Population 100,000 2,000,000

Segment Weight 10 4

Segment Potential 1,000,000 8,000,000

50,000

2

100,000

Cost/Insertion

Media Weight

$1000 per week $200 per week

Probability of Ad exposure 0.7 0.6

2.0 1.0

$500 per week

0.6

1.5

$1000 per week

0.8

1.5

Segment 1 0.15 0.06 0.02 0.2 Segment 1 150,000 60,000 20,000 200,000

Segment 2 0.07 0.04 0.06 0.01 Segment 2 560,000 320,000 480,000 80,000

Segment 3 0.1 0.05 0.04 0.2 Segment 3 10,000 5,000 4,000 20,000

720,000/1000 = 720 385,000/200 = 1,925 504,000/500 = 1,008 300,000/1000 = 300

Total 720,000 385,000 504,000 300,000...