Reference Market

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Choosing a macro-segment allows us to identify

clients which we will serve key success factors for those clients distinctive competences required to provide the key success factors key competitors we should monitor

Abel Axis/Reference Markets

are macro-segments, not too specific

Reference Market

distinguishes the part of the total market that orfers the best advantages to the firm, it must be expressed int terms of a solution

Function of needs

what is satisfied?

Technologies

How is it satisfied?

Abel Axis

What, who and how is/is it satisfied?

Consumer Groups

Who is satisfied?

Macro segments respond to

satisfied needs (budgetary allocation) used technology to satisfy needs groups of clients


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