The Advanced Art of Market Segmentation: Do You Really Know Your Audience?
The population of Richmond and surrounding areas are increasingly diverse. As a result, many businesses provide services that specifically target different ethnic, age and interest groups. But in a varied market, how will members of one ethnic or age group respond to marketing that targets another specific group? How will “mainstream” consumers respond to marketing intended for a niche market? How might this influence marketing decisions?
Marketing leaders need more than buzzwords and knowledge of market trends to succeed. They need real data. Dr. Ronnie Gao, a business professor at Trinity Western University who specializes in ethnic market segmentation, will present his primary research findings to provide real answers to these tough questions.
This lecture is part of The Leaders’ Series, a set of free community lectures designed to build and serve the local community and facilitate the exchange of ideas. These events at TWU Richmond will be a gathering place for thought leaders and community members to discuss issues of the day in business, leadership, feminism, education, politics, and much more.
Learn more about the other lectures in The Leaders' Series at twu.ca/leaders-series.