Английский для экономистов и менеджеров. Ульянова О.В - 46 стр.

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This meant their buying decisions were influenced by other factors –
some wanted full-serve outlets like the old days, some chose a service sta-
tion depending on whether it looked safe or not. There were ten different
segments with different needs, and we wanted a better understanding of each
of these audiences.'
A focus group
was set up for each segment; an anthropological study
was carried out, which involved team members spending waking hours with
people from each segment, watching them at home and accompanying them
on shopping trips to see their buying habits; and a clinical psychologist was
hired to create a psychological profile of each segment.
The study indicated that three groups, which comprised 30% of the driv-
ing public, should be targeted:
Premium Speeders – outgoing, ambitious, competitive and detail orien-
tated. They drive upmarket cars which make a statement about them. Effi-
ciency rules, plus fast pumps, quick access and payment.
Simplicity Seekers - loyal, caring and sensitive, frustrated with com-
plexities of everyday life. Want simple easy transactions.
Safety Firsters - control orientated, confident people, like order and
comfort of the familiar. Higher value on relationships and go out of their way
to stations that make them feel comfortable. Prefer to stay close to cars.
The common feature
was that they all wanted a faster and easier service
than anything already available, so the study ended and the launch began.
The field organization and Shell Oil retailers combined forces to deter-
mine how to eliminate the little hassles that customers sometimes face, such
as improved equipment and clearer instructions at the pump. New innova-
tions are currently being test marketed. A new advertising campaign
was
launched and a sophisticated measurement system
introduced to monitor sat-
isfaction, behavior and perception of the brand. 'Fueling a car is a necessity
of life and I believe we are ahead of the game – but we won't allow ourselves
to stop and be caught up.
29 Below there are different stages in the research project. Number
them in the correct order.
A. They analysed the results, which showed that there were 10 different
consumer segments. ____
B. Focus groups studied the 10 segments. ____
C. Shell Oil's marketing team decided to differentiate the Shell brand from
the other brands on the market. ____
D. Shell launched a new advertising campaign. ____

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