This paper is an analysis of the feasibility of selling a line of credit-card enabling software for companies wishing to do business on the Internet. As a part of this paper, 25 typical marketing definitions are restated to have more power and importance as part of a unified organization.
The concept of unification as opposed to pluralistic is also discussed, along with its benefits of adoption. The paper concludes with an analysis and description of market power and force analysis, using the concept of DADDIE.
The research in this paper reflects the first step of an ADDIE process -- that of analysis. The next step after this analysis would be to design and develop a plan that could be implemented and then evaluated.
12. Multiple Niche Target Market 8
USING CONCEPTS OF FORM, POWER AND FORCE
Authorize Net, a company that specializes in credit card authorization electronically over the web has a brand of proprietary software that can be used by businesses to inexpensively, safely, and securely conduct credit card transactions over the Internet. It is my intention, upon graduation, to market this software in the Middle East. Since this is a "business to business" operation, the specific definitions chosen refer more to business customers than to general consumers.
The critical first step is to determine the market segmentation. Market segmentation is a philosophical process that provides a model for determining, on a reasonably technical level, what the potential markets are for a product or service. There are many ways of accomplishing this. One can turn to market research analyses, market research companies, industry association reports. The critical thing to remember is that the segmentation is not a linear, fixed, either "A or B" construct but one that is constantly ebbing and flowing, and that one perceived "segment" of a market might not be the correct perception but one that is in and of itself a...