MKTG 2030 Lecture Notes - Lecture 3: Dental Floss, Psychographic
Document Summary
Opposite from mass marketing (ford did this by giving everyone the model t). Business success depends on segmenting the market differently than competitors, then targeting the best segment to serve. Example: gore-tex: "glide" targeted dental floss users. But found it hard to get into stores due to listing fees. So they targeted dentists, who were important to promoting dental floss. Ignores the fact that customers have different needs. Allows competitors to come in and satisfy unmet needs. Business wastes resources: it will either under satisfy or over-satisfy customer need levels. (prenatal counselling example: one on one service will benefit new couples, but suffocate older couples. No one on one will dissatisfy new couples and serve old couples). In those 2 cases, one party was always dissatisfied. Business tries to be all things to all people. Business does not give the sales force any direction: sales people will not know what to offer and who to offer to.
