Mar-3023 Lecture Notes - Lecture 7: Psychographic, Targeted Advertising, Multidimensional Scaling
Document Summary
(cid:862)if you (cid:374)ail positio(cid:374)i(cid:374)g a(cid:374)d ta(cid:396)geti(cid:374)g, the (cid:396)est falls i(cid:374)to pla(cid:272)e. (cid:863) philip kotler. Cluster analysis the different groups: firms can then plot the segments against their core competencies and target the groups with the most sales potential. Inbev owns all of these companies: disney world, disneyland, hong kong disneyland, shanghai disney. Typhoon lagoon, disney quest, espn wide world of. Sports: toothpaste, crest rejuvenating effects, liquid gel, flavors, baking soda and peroxide whitening, tartar protection, whitening, kid"s, sensitive teeth. Use-related segmentation: usage rate, heavy, medium, light, non-users, awareness status, unaware, aware, interested, enthusiastic, brand loyalty. Regression analysis seasonal influences: predicting sales based on finding a relationship between past sales and one or more independent variables, also requires the use of historical sales data. Is useful when a precise association between variable can be established and when historical data is extensive: cannot use this method for new products.
