MCS 3500 Lecture Notes - Lecture 2: Call Centre, Factor Analysis, Discriminant

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

Document Summary

Marketing segmentation: the subdividing of a market into distinct subsets of customers. Segments: members are different between segments but similar within. Bases: characteristics that tell us why segments differ (eg. needs, preferences, decision processes) Descriptors: characteristics that help us nd and reach segments: business markets industry, size, location, organizational structure, consumer markets age/income, education, profession, lifestyles, media habits. Phase 1: planning and decision: internal assessment and planning, objectives of segmentation, resources, constraints, database review, primary data already available, secondary data, prototype implementation exercises, what ifs, relevant groups involved. Phase 2: qualitative research: interview materials development, qualitative data collection, deep needs identi cation, decision-making process assessment. Phase 3: quantitative measurement: sample design, questionnaire development, data collection. Phase 4: analysis and implementation: segmentation analysis, closer analysis, portfolio analysis, positioning analysis, classi cation tool development, discriminant function, binary (cart) tree, implementation through database tools, call centre, web, sales call patterns, promotion.