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Unformatted text preview: o Benefits: what benefits are your customers seeking…exs for toothpaste: fresh breath, whiter teeth, tartar reduction, etc o Media preferences: where do they prefer to get their news Choosing your segment • Once you have all this info collected, you need to look for patterns among customers • Mass marketing is when you don’t distinct between consumers • Mass customization: when you focus on individual companies or customers Your Prime Prospects • The more precisely firm can define its target market, the more it can begin to think and feel like its target sutomers, the greater its chance of attractin ghtme and holding on to them Positioning • Teaching your customers to think of your product or service as a solution to a need (defined broadly) in a way that is different from your competitor, some say it is about owning mindspace and creating a desirable image about your product or service...
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This note was uploaded on 04/16/2008 for the course HADM 1106 taught by Professor Lebel during the Spring '06 term at Cornell.
- Spring '06