Marketing Analytics: Cluster Analysis-Segmentation & Perceptual Maps-Positioning

Marketing Analytics: Cluster Analysis-Segmentation & Perceptual Maps-Positioning
[youtube https://www.youtube.com/watch?v=buyAkoG3MhU?rel=0&w=480&h=320]

This video introduces MBA and other graduate business school students to some basic marketing analytics related to segmenting, targeting, positioning, and differentiation (STP&D) strategies. It discusses the use of cluster analysis for segmentation as well as the use perceptual mapping (multidimensional scaling) for positioning analysis and subsequently for inform strategic choices. It is comprised of excerpts and visual references taken from an MBA marketing class discussion.

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