MKT 100 Study Guide - Quality Function Deployment, Market Segmentation, Target Market
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MKT 100 Full Course Notes
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Focusing on customer profitability www. notesolution. com: common conclusion: a small group of customers that want free benefits such as credit terms, and service and order small volumes or low margin products are unprofitable. The 3d ladder (onion peeling) process: customer profitability analysis, analysis of product features purchased and benefits wanted www. notesolution. com, usage observation, user differences: income lifecycle state, life-style, interests, situ differences. Step 4: sub-segment by contact channel: customer profile is analyzed by his or her purchase, contact and delivery preferences and responsiveness to direct campaigns. Info then used by channel managers on how to cluster segment. Want to lose customers here: mcdonald and dunbar, segment thinking must be embedded in organizational process. Mass marketing refers to treatment of the market as a homogenous group and offering the same marketing mix to all customers. Mass marketing allows economies of scale to be realized through mass production, mass distribution, and mass communication.
