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This is an essential requirement of their roles in an organizations s they progress to more senior positions over time (Nejmeh, 1994). Mastery of complex software is a critical aspect of how members of this market segment continually improve their marketability and also gain greater options for career transitions into senior management. In selling to this segment, it is imperative to not just sell at them, but to educate them through a series of useful interchanges. One of the most critical areas of all for these professionals is knowledge of Software-as-a-Service (SaaS) and cloud computing, and how it relates to the financial performance of their organizations (Jacobs, 2005). There is also a critical need for understanding and gaining mastery on how entire series of cloud platforms are used for managing an entire enterprise as well, specifically in the area of virtualization and cloud-based performance management (Mladenow, Kryvinska, Strauss, 2012). From a psychographic standpoint these factors are what motivates members of this market segment as these senior managers often see knowledge as currency they can trade with in their careers.
Marketing Opportunities
The marketing opportunities to this market segment then center on creating a highly effective series of programs for providing knowledge and intelligence to these C-level and VP-level executives. There is also the need for providing...
All of these factors center on the need for mastery and attaining insights into how they can better manage their businesses. If an ERP vendor can do this, they will be able to attain a significant gain in trust and over time sales into this segment.
References
Jacobs, D. (2005). Enterprise software as service. ACM Queue, 3(6), 36-42.
Lindley, J.T., Topping, S., & Lindley, L.T. (2008). The hidden financial costs of ERP software. Managerial Finance, 34(2), 78-90.
Mladenow, a., Kryvinska, N., & Strauss, C. (2012). Towards cloud-centric service environments. Journal of Service Science Research, 4(2), 213-234.
Nejmeh, B.A. (1994). Internet: A strategic tool for the software enterprise. Association for Computing Machinery.Communications of the ACM, 37(11), 23-23.
NetMBA. (15, January 2010). Market Segmentation . Retrieved from http://www.netmba.com/marketing/market/segmentation/
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