BU2108 Lecture 5: Lecture 5 - Target Marketing, Positioning and Building Customer Relationships
Lecture 5
Tuesday, 21 August 2018
3:08 pm
Target Marketing, Positioning and Building Customer Relationships
Learning Outcomes
• Why market segmentation is needed
• Different dimensions markets use to segment
• Potential market segments
• Marketers developing targeting strategy
• Develops and implements a positioning strategy
• Practice customer relationship management to increase long term success and profits
Document Summary
Practice customer relationship management to increase long term success and profits. Who is the target market for lego building blocks. However, lego owes much of the vitality and profitability of its products to adults users. Lego market can therefore segmented into two demographic groups children and adults. The adult market is fragmented into smaller segments based on special interests as diverse as. Said the power of the internet to provide virtually anything to anybody anywhere has allowed markets to fragment into millions of tiny niches. Geographic segmentation plays a role for lego in how they interact with their consumers through their phyiscal stores driven by culture, local history and local landmarks. Moving from burgers and fries to "good food fast" Shifted to psychographic segmentation - customer attitude - how they feel about mcdonalds. / fast service restaurants in general etc. politics. These segments are further targeted based on gender, age group and geographic"s.
