The Marketing Book 5th Edition

262 The Marketing Book Table 10.6 Continued Leisure The proportion of people taking holidays is average, but 82 per cent more pe ...

Market segmentation 263 Because geodemographics are based on census data, there is the corresponding criticism of those systems. ...

264 The Marketing Book date, he or she will receive direct mailings soliciting defection to the sponsoring company. Although the ...

Market segmentation 265 Table 10.8 People UK Life stage 1 Starting Out Silver spoons Young people with affluent parents Popcorn ...

266 The Marketing Book made at the right time and the shopper’s new purchases can be added to the bank of informa- tion on their ...

Market segmentation 267 Although CRM involves more than a software package, in practice, many organizations either selling or bu ...

268 The Marketing Book use the data mining/CRM software to inter- rogate existing customers who have both A and B accounts. Data ...

Market segmentation 269 with Experian’s MOSAIC geodemographic sys- tem and MapInfo’s geographical information system (GIS) to sh ...

270 The Marketing Book Figure 10.4 GIS data fusion (a) targeted with different treatments, according to whatever gender, age, ma ...

Market segmentation 271 All of these can, of course, be identified from the transactional data held in the database for each par ...

272 The Marketing Book several years and which can be further overlaid by geodemographics. Geodemographics itself would be based ...

Market segmentation 273 Figure 10.6 Targeted segments and differential treatment according to Offer and Creative, together with ...

274 The Marketing Book a unique address via fibre-optic cable (Channel 4, 1990). In practice, the most usual interpretation and ...

Repeat Patronage High Low Loyalty Latent Loyalty Spurious No Loyalty Loyalty High Relative Attitude Low Market segmentation 275 ...

276 The Marketing Book Only 16 per cent (of the 51 blue chip companies interviewed) understand what the main drivers of loyalty ...

Market segmentation 277 1 Industry competitors and the threat of segment rivalry. 2 Potential entrants to the market and the thr ...

278 The Marketing Book nearly all of the company’s best customers. The company was then able to purchase a list of every citizen ...

More Specialized / Tailored Need More Standardized Need Customer in Control Customer Delegate Specialist Just So Look After Me P ...

280 The Marketing Book is something that marketers do to the minds of consumers. It relates to how consumers per- ceive the prod ...

Market segmentation 281 4 Does increasingly personalized segmentation and targeting inevitably lead to: (a) one-to-one segmentat ...