MKTG 2030 Lecture Notes - Lecture 1: Focus Group, Target Costing, Cirque Du Soleil
15 Mar 2016
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Thursday, january 28, 2016: there"s always room for innovation (toaster innovations for example, questionnaires are used for after-the-fact things, and to quantify things. It"s too short/should give respondents more time to talk and maybe homework assignments, etc. Naturally-occuring focus group: arranging a focus group where people know each other and are more comfortable talking to each other. (this is better and more effective) Customers have diferent willingness to pay for things (luxury brands; gucci for example) Businesses cannot be all things to all people. Segmening by geography or demography is easiest but not most efecive: Briish air ways including lounges (irst to ever do so) are taking revenue away from hotels by allowing the service of staying on the plane and to shower and stuf. Mariot hotels slogan is we design and maintain living spaces instead of we are in the hotel business and this allows them to get into home renovaions and stuf too.
