2. Module 6 – Lesson 2:
Determine the target
clientele
3. Lesson Objective
1. How to determine the target clientele
2. Types of markets
3. Market Information Consultation
4. Market Trends Analysis
5. Selection criteria for Prospects
4. How to determine the target
clientele?
1. Identify the various types of markets
2. Consult various sources of market
information
3. Look at market trends over time
4. Determine the selection criteria for
prospects
5. Determine the target client
5. Types of markets
Consumer, distribution,
manufacturing, Etc.
Local, Regional, Provincial, national
and International.
Industry: Automotive, Health care,
government, financial sector, etc.
6. Market Information Consultation
Data on the PEST environment
Public databanks: Statistics Canada,
CRIQ, etc.
Private databanks: Dun & Bradstreet,
Compuserach, Nielsen, etc.
7. Exercise – Work in pairs
1. Search for: Statistics Canada,
CRIQ, Dun & Bradstreet,
Compuserach, Nielsen, etc.
2. Using these tools evaluate the
market condition in Canada and in
Quebec
8. Market Trends Analysis
Characteristics of demand:
Volume and changes over time
Type of clientele
Potential market
Political & legal environment,
Economical outlook
Characteristics of supply:
Biggest competitors
Number of competitors
Substitutes
9. Selection criteria for prospects
It is important to analyse the prospects
characteristics & to choice the appropriate
ones for the products and services.
Some Interpretations can be done according
to:
Prospects’ immediate needs and urgency
Ability to pay
Distance to travel
Opportunity to meet
Purchasing profile
Buying potential