ADMS 2200 Lecture Notes - Lecture 8: Super Bowl, Selective Exposure Theory, Ibm Officevision

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ADMS 2200 Full Course Notes
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ADMS 2200 Full Course Notes
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Customers only select commercials that are impressive and unique if (cid:455)ou(cid:396) (cid:272)o(cid:373)(cid:373)e(cid:396)(cid:272)ials a(cid:396)e(cid:374)"t like this, (cid:455)ou"(cid:448)e wasted time and $ Take up a shit to(cid:374) of shelf spa(cid:272)e so it"s ha(cid:396)d fo(cid:396) othe(cid:396) (cid:271)(cid:396)a(cid:374)ds to e(cid:374)te(cid:396) the (cid:373)a(cid:396)ket (cid:1006). Major segment variables: age can use this in the music or movie industry to segment the market. If you select a market that has no customers, your company will go bankrupt. It"s e(cid:454)pensive because you have a bunch of models that you have to keep up with. Cost of segmentation: product modification costs you have to change your products, manufacturing costs, administrative costs. One company divided the market into 7 segments and made a model for each segment, another company came and made only 2 models the company with the 2 models won because their sales volume is higher. Segmentation: economies of scale make product varieties costly lots of models = high costs in each model, your sales volumes are limited.

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