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Marketing 2: Managing Customer Heterogeneity (Chapter 2: MP1 All Customers…
Marketing 2: Managing Customer Heterogeneity
Chapter 2: MP1 All Customers Differ: Managing Customer Heterogeneity
(2) Approaches for Managing Customer Heterogeneity
STP
Potential Bias
3 Key Points
Cluster Analysis, MDA
Evolution of Approaches
Niche Marketing
1-1 Marketing
Mass Marketing
Positioning Statement
(3) Framework for Managing CH
3 Outputs
Process for Managing
Targeting
Positioning
Segmenting
Building Customer Centricity
3 Inputs
(1) Introduction
5 Sources of Customer Heterogeneity
Customer Heterogeneity
Latent Customer Heterogeneity
Rediscovering Market Segmentation (Yankelovich)
(2) Gravity of Decision Spectrum
Issues the Business Adresses, Consumers´ Concerns, What Segmentation Should Try to Find out
Shallowest, Middle of Spectrum, Deepest Decisions
(1)What Revealing and Applicable Segments will Do
Identify Customers´ Values, Attitudes and Beliefs
Focus on Actual Customer Behavior
Indicate where Sources of Revenue or Profit may Lie
Make Sense to Top Executives
Reflect a Company´s Strategy
Accommodate or Anticipate Changes in Market or Consumer Behavior
(3) 3 Failures of Segmentation Initiatives