class notes 2-26-09 - Markets Consumers WCOB 2013 Section...

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Markets & Consumers WCOB 2013 Section 005 2/26/09 2 nd Test Next Thurday- NOT Comprehensive – No L’eggs Info. Cool Hunt and Book Reading is on Exam!! Airwalk Day 2 Where we’ve been… -Positioned for subculture and use concentrated segmentation -Brand loyalty, measure brands identity, equity and identity (raise brand loyalty, Lower elasticity, loyalty allows for more flexibility in pricing.) -Demographics and psychographics Terms 4 Day -Cool Hunting -Diffusion of Innovation -Consumer Panel -PLC (Prod. Life Cycle) Airwalk Growth -Iconic youthful brand -Lambesis (to mng growth, ad co. mkt co.) got really good at predicting trends -L. Report (Quarter report, expense to co, covering Trends) -DeeDee Gordon (Would sit and watch people, then interview them, also used surveys) -market maven (expert to some topic trend) -“Cool” expert -involved with lots of insights -Learned to spot innovators -1 st adapt something new Innovators (3% of populations) -Individualistic -mid to upper socioeconomic status -customizer or personalize -well-educated
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