The Marketing Plan Template Page 5
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16Example: Lane Medical Systems
Sample Customer: A forty-five year old female office manager of a group medical practice.
High school graduate with some specialized office skills. She feels overworked. Has very little
knowledge of software and is slow to accept new systems. Decisions influenced by (1) ease of
product use, (2) reliability of after-sale service, and (3) price. Other people influencing
decisions: Doctors/dentists in practice (very price-conscious); other office staff (level of
comfort with computer systems).
3. Do you have a large, homogenous customer base, or several smaller market
segments?
If segments: Describe each segment's customers according to section D # 2 above.
4. Meeting customer needs:
[A] What are your customer's real needs?
[B] What are your customers perceived needs?
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Parent category: Business