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