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Frank Horner Fever Test Frank Horner Fevertest
Frank Horner Fevertest Benefit Segmentation Analysis EMBA North America 5 Questions: 1) Identify needs/benefits sought by different audiences of fever screeners. Consider the multiple needs/benefits from different perspectives of different audience types and roles (end users, channels, purchasers) 2) To the best of your knowledge, and applying some judgment rank order the needs/benefits by audience type. 3a) Looking at shared “number one” need/benefit, identify the various segments that emerge to make up the market for fever screeners. (use the segmentation worksheet to show your different audiences, needs/benefits, rankings, and then your actual segments.) 3b) List the segments separately with the audience types that belong. You may even chose to name the segments! 4) Now, if this were your company, which 2 segments would you pursue to commercialize Fevertest? Why?
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