Slide No Trainer Notes Trainer informs trainees demographic characteristics may define a target niche market: Knowing the demographic characteristics of your target and niche markets helps you determine what they want and how to service them Customer characteristics of individual markets must be related to the products and services offered to them to satisfy them It is possible not all the demographic characteristics will apply to all markets at all venues. Certainly every separate market will have a different set of these characteristics. The intention is to use the relevant demographics characteristics for each market to guide thinking about what customers in that market group are likely to need or prefer Remember all customers are always Even though they may ‘individuals’. belong to a certain target or niche market they can still have needs, wants and preferences unique to them as individual persons. The demographic characteristics are only indicators and can never fully address their exact requirements. Slide Slide No Trainer Trainer presents to trainees several demographic characteristics reminding them the mix of these factors will change between market groups: Age this is usually: – A range of years such as 35 years of age’ – ‘18 – A minimum/maximum indicator such as 21 years of age’, or – ‘above ‘below 65 years’ A descriptor such as without any specific age – ‘baby’, ‘child’, ‘adult’ nominated Trainer advises trainees knowing the age of customers provides insight into: The standards and of service they expect Forms of address to use Suitable and unsuitable products and services. Slide No Trainer Notes
Slide No Trainer Notes Trainer informs trainees demographic characteristics may define a target niche market: Knowing the demographic characteristics of your target and niche markets helps you determine what they want and how to service them Customer characteristics of individual markets must be related to the products and services offered to them to satisfy them It is possible not all the demographic characteristics will apply to all markets at all venues. Certainly every separate market will have a different set of these characteristics. The intention is to use the relevant demographics characteristics for each market to guide thinking about what customers in that market group are likely to need or prefer Remember all customers are always ‘individuals’. Even though they may belong to a certain target or niche market they can still have needs, wants and preferences unique to them as individual persons. The demographic characteristics are only indicators and can never fully address their exact requirements. Slide Slide No Trainer Trainer presents to trainees several demographic characteristics reminding them the mix of these factors will change between market groups: Age – this is usually: A range of years – such as ‘18 – 35 years of age’ A minimum/maximum indicator – such as ‘above 21 years of age’, or ‘below 65 years’ A descriptor – such as ‘baby’, ‘child’, ‘adult’ without any specific age nominated Trainer advises trainees knowing the age of customers provides insight into: The standards and of service they expect Forms of address to use Suitable and unsuitable products and services. Slide No Trainer Notes
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