Lecture4a - w& B& 5/17/11 Creating...

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Unformatted text preview: w& B& 5/17/11 Creating Value for Target Customers 5/17/11 Why Not Mass-Marketing? Too many buyers Too widely scattered Too varied in needs Varied ability to serve different segments Divide and conquer! 5/17/11 48-4 Segmentation, Targeting, and Positioning 5/17/11 68-6 Segmenting Consumer Markets Geographical segmentation McDonalds China, Japan Demographic segmentation Most popular segmentation. Why? Psychographic segmentation Lifestyle, social class, and personality-based Behavioral segmentation Occasions, benefits sought, user status, usage rate, loyalty status 5/17/11 Why Segmentation? Marketing effectiveness Marketing efficiency "Half the money I spend on advertising is wasted; the trouble is I don't know which half. (John Wanamaker) First-class & economy class 5/17/11 Requirements for Effective Segmentation Measurable Accessible Substantial Differentiable Actionable 5/17/11 Target Marketing...
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This note was uploaded on 05/17/2011 for the course RSM 250 taught by Professor Yutecsun during the Spring '11 term at University of Toronto- Toronto.

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Lecture4a - w& B& 5/17/11 Creating...

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