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mba570.spring09.segmentation
1.
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Customer Segmentation DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
2.
+
Customer Segmentation What is segmentation? Consumer segmentation Demographics, psychographics, behavioral Business segmentation Company size, industry, geography Benefits segmentation & needs-based segmentation Profitability of segments: 80 – 20 rule MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS DEC / JAN 2009
3.
+
Psychographics Explained DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
4.
Keds
Sneakers
5.
Adidas
Tennis Shoes
6.
Converse All-Stars
Basketball Shoes
7.
Nike Air Jordans
Expensive Shoes!
8.
Sneakers Gone Wild
Incredible Selection
9.
Nike Studio
Custom Shoes
10.
Original Reebok
11.
Reebok Market Segmentation
12.
Apple Computer
Power Mac G5 PowerBook iMac iBook
13.
Apple Computer
14.
One More Example.
. . Have your customers segment themselves!
15.
+
Segments: Classic Airlines DEC / JAN 2009 MBA / 570 SUSTAINABLE CUSTOMER RELATIONSHIPS
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