Customer Segment _ this is talked about most of the time, but let's accept the fact that today's customers are fragmented to smaller niches. Your product and service will not be consumed by only one segment and at critical mass. it is likely to be consumed by smaller segment and multi. No more critical mass, but rather a solid spread of niches. For example, who buys iPod's today? If Apple only think about yuppies they are making a big mistake because apparently iPod is also used by women and people with active lifestyle. Another example, who buys from hypermarket? If hypermarket only focuses on households they may not survive or be successful like today. Hypermarket main segment is actually small business restaurant operators that buy in larger quantity compare to households and on daily basis. I've been there, I know! LOL
The discovery meeting brings you and the marketing professional together to talk about different marketing services offered. They will be looking to understand your business better _ in its current state and your future vision. The marketing consultant will also explain the variety of marketing services offered so you will be better able to understand the final marketing plan when it is delivered.