MKT 100 Lecture : mkt 100 Module 5

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Paul Finlayson

Document Summary

Behavioural: what are some of the different channels disney can use to reach this segment, 3d customer focus and segmentation . How do the 2 case studies compare: customer profitability or potential profitability. What are its drivers: customer choice drivers and desired features. What are the features that most determine choice and, hence, the most important features on which to focus to differentiate products and models: customer contact drivers and desired features. What are the ways we segment, give examples. Market segmentation is the identification of portions of the market that are different from one another. Segmentation allows the firm to better satisfy the needs of its potential customers. The marketing concept calls for understanding customers and satisfying their needs better than the competition. But different customers have different needs, and it rarely is possible to satisfy all customers by treating them alike.