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Lecture4a - RSM250 Principles of Marketing University ofB w...

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( w° ± ˙ B 5/17/11 RSM250: Principles of Marketing University of Toronto Rotman School of Management Yutec Sun Winter 2011
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w° ± ˙ 5/17/11 Creating Value for Target Customers
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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!
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5/17/11 48-4 Segmentation, Targeting, and Positioning
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8 ˜ M w° ± ‹ ˙ 5/17/11 Segmentation
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5/17/11 68-6 Segmenting Consumer Markets Geographical segmentation McDonald’s 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
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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
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