MCS 3500 Chapter Notes - Chapter 3: Call Centre, Cluster Analysis, Root Mean Square

• School: University of Guelph
• Department: Marketing and Consumer Studies
• Course: MCS 3500
• Professor: Tyler Hummel

Document Summary

Segments: members are different between segments but similar within: expected to respond in a similar way to a product or service offering, possible to have segment of one becoming easier because of marketing automation. Positioning = create competitive advantage: marketing resources are focused to better meet customers needs and deliver more value to them, customers develop preference for brands that better meet their needs and deliver more value. Intro: segmentation analysis will rarely result in a unique solution, need to have a manageable number of target segments. Basis: characteristics that tell us why segments differ (eg. needs, preferences, decision processes: dependent variable, ideal method, focus on observed actions of customers. Phase 1: planning and decision: internal assessment and planning, objectives of segmentation, resources, constraints. Tuesday, january 31, 2017: database review, primary data already available, secondary data, prototype implementation exercises, what ifs, relevant groups involved.