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Lecture
Are you an EPFL student looking for a semester project?
Work with us on data science and visualisation projects, and deploy your project as an app on top of Graph Search.
This lecture covers the consumer buying process, customer loyalty, perceived value, relationship management, retention, characteristics of customers, motivation, segmentation, targeting, and positioning in marketing. It explores market segmentation based on geographic, demographic, and behavioral factors, with examples from the U.S. premium wine market. The importance of effective targeting and positioning strategies is emphasized, along with the concept of brand positioning in consumers' minds.