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mkt 100 Module 5

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Ryerson University
MKT 100
Paul Finlayson

Module 5segmentation core questions1Why does Tata think they can sell cars and apartments2What is regarded as one of the largest market segment in India 3Seems like a whole new market segment has been created with the emergence of Indias middle class What are some of featuresbenefits sought by this group that Tata was able to address with their inexpensive housing4What are some key segment variables Tata might use to define their target marketGeographicDemographicPsychographicBehavioural5What are some key segment variables Disney might use to define their target marketGeographicDemographicPsychographicBehavioural6What are some of the different channels Disney can use to reach this segment73D Customer Focus and SegmentationHow do the 2 case studies compare1 Customer profitability or potential profitabilityWhat are its drivers2 Customer choice drivers and desired featuresHow do they use the productWhat are the features that most determine choice and hence the most important features on which to focus to differentiate products and models3 Customer contact drivers and desired featuresHow do they prefer to conduct their trading with the company through what contact communication selling financial and distribution channels What is the thinking behind segmentationIs there an absolute right
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