Part 1: Identifying the Customer and Problem

Describe a primary decision maker in your target segment: who they are, what they like, how they make buying decisions. Describe the primary problem(s) your organization, product or service will help them solve.

Part 2: Factors Influencing Customer Decisions

Provide a brief profile of your target segment using at least three of the following categories:

• Geographic characteristics: e.g., location, region, population size or climate.
• Personal and demographic characteristics: e.g., age, gender, family size, family life stage, income, personality.
• Social and Psychological characteristics: e.g., culture, social class, lifestyle, motivation, attitudes, reference groups, beliefs.
• Situational characteristics: e.g., buying situation, level of involvement, market offerings, frequency of use, brand loyalty.
• B2B/organizational buying considerations: e.g., individual factors, organizational factors, business environment factors, types of complexity

Part 3: Reaching the Customer

Based on this profile, identify 23 marketing strategies or tactics you believe would be effective at reaching this target segment, and briefly explain why they are a good fit.

Part 1: Identifying the Customer and Problem The primary problem my organization solves is the search for affordable healthcare by implementing an employer provided healthcare of Kaiser Permanente. Not all healthcare plans are affordable but by partnering with businesses and employers, finding healthcare will be made affordable and help solve the problem that everyone in the public is required to have health insurance. -primary decision maker: the working class -decisions are based on income and how much will be deducted from their paycheck target segment likes to save money Part 2: Factors Influencing Customer Decisions -Target segment lives in San Diego with a population of 1.4 million -They are of the working class ranging from ages 20s to 70s -They are of both genders covering any family size - Target segment is in adulthood to old age Part 3: Reaching the Customer - advertisements through the radio, billboards on the freeway, magazines - promoting an online patient experience for the younger adults and ease of contacting your physician and refilling prescriptions for young adults to geriatric patients - promote top quality healthcare services with affordable prices.

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