Evaluate the value and shortcomings of various customer segmentation tools such as demographic segmentation, psychographic analysis,...

 

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Evaluate the value and shortcomings of various customer segmentation tools such as demographic segmentation, psychographic analysis, perceptual maps, etc., to get deep into the "thinking of customers. What are the likely consequences if a firm does an inappropriate /inadequate job of segmenting, targeting, and positioning itself in the mind of the customer? In the attached documents you are given a few research points on pet ownership. 1) Classify the various research points based on the segmentation method 2) Use this data to create a consumer archetype of a target segment for selling Premium Dog Food. Evaluate the value and shortcomings of various customer segmentation tools such as demographic segmentation, psychographic analysis, perceptual maps, etc., to get deep into the "thinking of customers. What are the likely consequences if a firm does an inappropriate /inadequate job of segmenting, targeting, and positioning itself in the mind of the customer? In the attached documents you are given a few research points on pet ownership. 1) Classify the various research points based on the segmentation method 2) Use this data to create a consumer archetype of a target segment for selling Premium Dog Food.

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