Lecture 11 - The Right Relationship with the Right Customer Effective Target Marketing From last class Basic steps for marketing research Four of

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The Right Relationship – with the Right Customer Effective Target Marketing
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From last class… Basic steps for marketing research Four of them Key decisions a researcher must make Three types of research approaches Two types of data Three types of research methods Sampling issues
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What you should know… How segmentation, targeting, and positioning guide marketing strategy. How markets are identified and selected. The role of positioning. What is it? How do you do it? Competitive advantage Unique selling proposition
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Basics of Target Marketing
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Step 1: Segmentation How do we segment? Behavioral bases Benefits Sought User Status Usage Rate Loyalty Occasions Demographic bases Geographic bases Psychographic bases
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Psychographics Personality Lifestyle Social class VALS Survey
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VALS Interpretation Innovators are very active consumers, and their purchases reflect cultivated tastes for
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This note was uploaded on 04/01/2008 for the course MKTG 3104 taught by Professor Ebcoupey during the Fall '08 term at Virginia Tech.

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Lecture 11 - The Right Relationship with the Right Customer Effective Target Marketing From last class Basic steps for marketing research Four of

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