RSM250H1 Lecture 3: Class 3
12 Feb 2017
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What do they have in common: wash dishes. Different customers for different things: dreft valuable piece of clothing, tide whiteness, cheer do the job at bargain price, gain good smell. Mass marketing has many benefits (positive economies of scales) Stp: market segmentation (s, target marketing (t, market positioning (p) Canadian tire focuses on professionals and diy. Need/preference dimensions that effectively segment the market: observable characteristics. Demographical: age, gender, ethnicity, ex: toothbrush. Psychographic: lifestyles, social class, personality, ex: oyster bar or outdoors person. Behavioural occasions: usage rates, loyalty, relationship (new vs existing customers) or loyalty, usage rate frequent travelers (points program) Measurable: size, purchasing power, and profile of segment. Accessible: can be reached and served easily. How to segment the market: identify benefits for customers/target, segment the market. Differentiated one unique offer for each segment (but you think c is best for you) Ta(cid:396)get seg(cid:373)e(cid:374)ts should (cid:271)e (cid:272)o(cid:373)pati(cid:271)le (cid:449)ith the o(cid:396)ga(cid:374)izatio(cid:374)"s goals a(cid:374)d i(cid:373)age: walmart going for low-mid class.
