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Essay / Research Paper Abstract
A 5 page paper determining marketing segmentation for the Xerox DC420, a multifunction machine with capability for digital printing, faxing, copying and scanning. The product is intended for the mid-sized business and can be upgraded as customer needs change. The paper provides product description; demographic and psychographic profiles; and a perceptual map. Bibliography lists 3 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSmktgSegmX.rtf
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Unformatted sample text from the term paper:
a computer on occasion needs to print something from that computer. There are many types of printers available of course, ranging from the lowest-end desktop inkjet to large, multifunction
products capable of output for a variety of high-resolution applications. In marketing printers, the needs of the user must be in the mind
of someone along the pathway. The individual customer will have rather narrowly-defined needs and applications in mind for himself; the corporate customer may be less clear on what it
needs in a printer. Segmentation strategy can serve to place the right product in the right setting, enhancing customer satisfaction and the products reputation.
The Xerox DC420 Defining a segmentation strategy for this product is necessary in that it is not as well suited
either for the very small or very large business as it is for the mid-sized business. The product is a multifunction one providing digital copying, faxing, printing and scanning
capabilities (Copying and Printing Solutions). In addition to the basic functions it performs, there are a variety of modular upgrades available. These upgrade modules further customize the DC420
to suit the specific needs of the business customer. The capability that the product has for upgrade further enhances its attractiveness for business
customers. A mid-sized business can purchase or lease the product to satisfy immediate and short-term needs, then it can upgrade the existing product as business needs change.
Defining the Target Market The DC420 has an impressive range of capabilities, and it performs at speeds
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