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Tag Archives: need states
Merging Need States and Occasion Segmentations
Q. Dear Sigmund,
Our marketing team plans to consider occasion segmentation – or “need states” – in the marketing of our product. Is there a way to know if it is smarter to market to an occasion’s situational dynamics or the consumer’s emotional desires within a need state?Sincerely,
Pulled in Two Directions
A. Clever reader, we are less pulled in two directions as bringing together pieces of a puzzle. This is an insightful question that reminds me of my letter carrier, Henri, who delivered your letter to me on his current route.
As a courier, Henri once possessed a typical distaste for dogs, and not unjustly so. Early in his career, he was bitten. Based on this detest for canines as well as his famous love for strudel, Henri managed to have his courier route moved to Replankment Strasse, away from a number of hounds with whom he’d developed poor relationships, and near Bäckerei Bereifen, a pastry shop that everyone highly recommended.
