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High involvement; purchase something that hasn't been purchased before requiring much thought and planning
B2C and B2B
Low Involvement: Convenience, Straight Rebuy
Medium Involvement: Shopping, Modified Rebuy
High Involvement: Specialty, New Buy
ad that is shown so quickly that is doesn't meet the threshold of liminal recognition
One-to-one Marketing (not profitable)
Marketing Segmentation (just right)
Mass Marketing (low customer satisfaction)
Niche between One-to-one and MKT Segmentation
Each customer serves as his own segment
Product is tailored for each person's desires
Difficult to be profitable
As segment size increases, segments become more heterogeneous
As segment size decreases, segments become less profitable
Cultural differences can exist between countries or within a country
Hot climates require different products than cold climates
psychographic segmentation tool
Marketers determine people's attitudes and what they value and use this knowledge to communicate effectively
2 Approaches to Segment Market
Managerial: top down ideation
Customer-Based: bottom-up customer needs assessment
Use census to determine size of next cohort
Obtain sales data for previous years and extrapolate using a moving average
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