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De vigtige kunder
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Special definitions and fixed terms are always used in connection with sales and marketing. Being familiar with such definitions makes it easier to seek information in other media and to talk to industry professionals.
Demand
There is a difference between demanding something and wishing something. Many people wish they owned a 2 mill. Dkr. Ferrari sports car, but only a very few demand it. Demand = wish + purchasing power.
Prospective Customers
Are the companies or private individuals you expect to become your regular customers. You may already be in negotiations with them or it may be companies/private individuals whose address you have and plan to contact.
Segmentation
Is a categorising of customers, existing or prospective, by common features - e.g. age, gender, consumption pattern, interests (for private consumers), size, trade, year of establishment (for companies). The purpose is to form an overall view of the total number of customers, existing and prospective, with a view to diverse marketing targeting various segments.
Segments
Is the outcome of segmentation. You have categorised your existing and prospective customers in a number of groups sharing common features and position on your product/service.
Consumer Market
Is the definition of private consumers. The term includes families/single individuals, adults/children, elderly/youths and is applicable to tangible products as well as services.
Producer Market
Consists of private companies. Privately owned as well as large groups. Common to these existing and prospective customers is that they all have a CVR (VAT) number.
Public authorities (central, regional and local government) is often included under "producer market".
Still the term includes tangible products as well as services.
Products
Are tangible products such as shoes, PCs and photos, but often services are also included under this term. Services could be translation, courses, cleaning, or consulting services.
Market Analysis
Is seeking information on the market you want to operate in. Information on who the competitors are, number of customers, names of customers, their decisive purchasing factors, etc.
Hauge Andersen
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