MGCR 352 Lecture Notes - Lecture 4: Customer Service, Next, Cadillac Cimarron
6 Dec 2017
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3 levels of market segmentation: mass marketing =same product, same price, same promotion etc. everything is the same (commodities like gold, silver) but in consumer product there is segmentation, segment marketing: airlines; automobile makers; tv; online games (puzzle, shooting, strategy, gambling, sports); mcgill bcom program use segmentation, niche marketing: segment of segment (tv cable focusing only on italian cuisine, micromarketing (mass customization): back many years it did exist product became more standardize customization becomes more and more popular anything digital can be customized. Market segmentation and targeting process: define the market, select segmentation variables, determine methodology (statistical methods, sample, data, software, describe the segments, evaluate segment attractiveness targeting, select target segments & allocate resources targeting, define the market: Different customer needs, wants, values within macro segment,usage rates and types (installations, components, professional services: determine methodology, statistical methods: a priori vs post hoc methods, sample: census, simple random, stratified sampling, data: internal database sources (e. g. purchase records) vs.
