- LUA 8.1: Based on the findings set out in figure 3, select which target market(s) you would market to and develop a marketing mix (bullet points is sufficient) for you chosen target market(s) and post to the Discussion Board.
- LUA 8.2: Complete table 2 below and post to the Discussion Board.
- LUA 8.3: After completing the table, post to the Discussion Board the two people that are nearest to one another, i.e., are most similar on the dimensions daily expenditure on food and clothes.
- LUA 8.4: Using equation 8.2, calculate the number of relations between people being measured for our simple example of 5 people ( persons a, b, c, and d) in the Nearest Neighbor method and post your answer to the Discussion Board.
- LUA 8.5: From the Dendrogram in figure 11, post to the Discussion Board two other clusters that you think would make good clusters / segments, i.e., possible target markets.
- LUA 8.6: Very brief, in a few words, interpret Clusters 1 and 2 and post to the Discussion Board
- LUA 8.7: Select a brand for which you wish to develop a segmentation project and post to the Discussion Board.
- LUA 8.8: Then develop seven questions to be used as measures of differentiation and similarity for your chosen brand.here are some examples LUA 8.1: Based on the findings set out in figure 3, select which target market(s) you would market to and develop a marketing mix (bullet points is sufficient) for you chosen target market(s) and post to the Discussion Board.Target Market：Acculturating progressive Place: 1.Bank Meeting Room 2.Skype or ZoomProduct：Financial consulting services Promotion：1. Each new user can get 30 minutes of free consultation service, and the follow-up needs $140/h.2. The old user who successfully recommends a new user to participate in the free consultation will get 30 minutes of free consultation time.3. Old users who participate in a total of 20 hours services will receive a 5% discount for each subsequent consultation.LUA 8.2: Complete table 2 below and post to the Discussion Board.
Person a b c d e a 0 6.325 7.071 1.414 7.159 b 6.325 0 1.414 3.871 1.118 c 7.071 1.414 0 8.246 2.062 d 1.414 3.871 8.246 0 8.5 e 7.159 1.118 2.062 8.5 0 LUA 8.3: After completing the table, post to the Discussion Board the two people that are nearest to one another, i.e., are most similar on the dimensions daily expenditure on food and clothes.
According to my observations and statistics, I found that d and e are the closest.
LUA 8.4: Using equation 8.2, calculate the number of relations between people being measured for our simple example of 5 people (persons a, b, c, and d) in the Nearest Neighbor method and post your answer to the Discussion Board.
5*(5-1)/2=10
LUA 8.5: From the Dendrogram in figure 11, post to the Discussion Board two other clusters that you think would make good clusters / segments, i.e., possible target markets.
In my opinion, I think 2-1 and 10-4 can constitute good clusters.
LUA 8.6: Very brief, in a few words, interpret Clusters 1 and 2 and post to the Discussion Board
Cluster 1: Customers who are interested in financial productsCluster 2: Customers who are more willing to save money
LUA 8.7: Select a brand for which you wish to develop a segmentation project and post to the Discussion Board.
I will choose Dyson to develop a segmentation project.
LUA 8.8: Then develop seven questions to be used as measures of differentiation and similarity for your chosen brand.1. Are you willing to buy Dyson’s new products,
2. I think Dyson’s products have very high technology,
3. I feel pleasure when using Dyson,
4. I think Dyson is the representative of the quality of life,
5. I am satisfied with the appearance of Dyson’s products,
6. I am willing to recommend Dyson to others,
7. I think Dyson’s price is affordable.
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1. LUA 8.1Consumer segment: StrugglersPlace: Facebook groupsProduct: financial consulting servicesPromotion/Price: 15-minute initial consultation is free. Bundle of three consultations will be 30% off of the original price of $100. Advisors will help to set goals for the partnership, provide resources, and more. Package expires three months from initial consultation.2. LUA 8.2 Person a b c d e a 0 6.325 7.07 1.414 7.159 b 6.325 0 1.414 7.61 1.12 c 7.07 1.41 0 8.25 2.06 d 1.414 7.16 8.25 0 8.5 e 7.16 1.12 2.06 8.5 0 3. LUA 8.3D and E are the most similar in terms of their daily expenditure on food and clothes.4. LUA 8.4(5 (5-1) ) / 2 = 105. LUA 8.5Cases 2 through 1 and 10 through 13.6. LUA 8.6Cluster 1 can be called “fun shoppers” because they enjoy shopping and also eating out. After analyzing Cluster 2, I would call them “non-shoppers” because they are not very interested in the activity. I would call Cluster 3 “frugal shoppers,” because they seem to make purchases based on prices. 7. LUA 8.7My segmentation project will be on SoulCycle.8. LUA 8.8: https://emersoncmc.az1.qualtrics.com/jfe/form/SV_beKjzYghw69JnEi (链接到外部网站。)
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