segunda-feira, março 16, 2009

Imagens na mente

A invasão da costa francesa no Dia D.
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A pressão para instalar a todo o custo uma testa de ponte: É a imagem que me vem à cabeça ao ler este trecho de Geoffrey Moore no seu livro "Crossing the Chasm", voltei a ela ao equacionar o desafio que muitas empresas enfrentam actualmente para conseguir, face à migração de valor em curso, re-orientar a sua produção para novos clientes-alvo, para novos produtos ou serviços.
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"... target a specific niche market as your point of attack and focus all your resources on achieving the dominant leadership position in that segment."
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Só que isto de segmentação de mercados tem um problema, é como falar de miudagem.
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"The problem is, they are too abstract. They need to become more concrete, more target-market specific. That is the function of target-customer caracterization." (Notar, target-customer e não target-market).
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"First, please note that we are not focusing on target-market characterization. The place most crossing-the-chasm marketing segmentation efforts get into trouble is at the beginning, when they focus on a target market or target segment instead of on a target customer.
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Markets are impersonal, abstract things: the personal computer market, the one-megabit RAM market, the office automation market, and so on. Neither the names nor the descriptions of markets evoke any memorable images - they do not elicit the cooperation of one's intuitive faculties. We need to work with someting that gives more clues about how to proceed. We need som that feels a lot more like real people. However, since we do not have real live customers as yet, we are just going to have to make them up. Then, once we have their images in mind, we can let them guide us to developing a truly responsive approach to their needs."



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