M8-S1 - Session Notes

Audio morning session 09:00-11:00:

Audio morning session 11:00-12:30:

Short film explaining communication vision of a Japanese telecom company rebranding as a life style service provider

Part of: M8-S1 - Session Notes

We discussed the M8-S1 - Case - Levi Strauss purchasing strategy.

Towards one-to-one marketing: Quote Jack Wesch: "In the 1980's we saw in every individual a customer, in the 1990s and beyond we ought to see in every customer and individual"

Traditional Aproach	Item	One-to-One Approach
Assign standardized products to customer segments	Goal	Satisfy customer needs
Products	Centre of interest	Customers
Quantitative	Customer data	Quantitative and qualitative data
Customer is the end of the value chain	Processes	Customer is the beginning of the value chain
Cluster analysis	Marketing methods	Deduction of preferences