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Example #1: Broker X is trying to figure out how to spend his marketing budget, so
he decides to poll his current customers and clients to see what method of marketing
has been most effective in the past. He gives them a survey that asks:
How did you hear about this brokerage?
Internet ☐
Billboard ☐
Radio ☐
When he gets the surveys back, he notices that some people marked multiple
marketing methods. That is, one person heard about the brokerage on the radio and
then saw a billboard, and then came in for brokerage services; another person only
saw the brokerage on the Internet, etc.
This could offer him valuable insight into how to split up his marketing budget if he
is able to properly interpret the data, which is as follows:
Person 1: Internet
Person 2: Internet, billboard
Person 3: Billboard, radio
Person 4: Radio
Person 5: Billboard
Person 6: Billboard
Person 7: Internet
Person 8: Billboard
Person 9: Internet, billboard
Person 10: Internet, billboard, radio
Broker X decides to organize the information in a Venn diagram so that he can easily
interpret it and later present to his colleagues.
TX Marketing II: Negotiation Techniques 50
