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Unformatted text preview: 2009 02 16 1 Market Segmentation and the Marketing Mix: Determinants of Ch6. ADV305 Instructor: Jang Ho Jay Moon The Fundamentals of Advertising Marketing Mix: Determinants of Advertising Strategy Feb 16, 2009 Todays Ad CatholicVote.org PETA.org (People for their Ethical Treatment of Animals) Non profit organization Shelter.org (UK) Animal Australia (Australia) The Department of Health (UK) Organ Donation Campaign (Brazil) Transport for London (UK) Computertan To describe how marketers use consumer characteristics to cluster prospective customers into market segments. Chapter Overview Marketing and advertising people try to find a particular niche in the market where the advertisers product or service will fit. Market Segmentation Marketers group variable characteristics into a variety of 1. Behavioristic Segmentation Marketers group variable characteristics into a variety of categories to identify and segment consumer markets. 2. Geographic Segmentation 3. Demographic Segmentation 4. Psychographic Segmentation To group consumers by their purchase behavior by Market Segmentation 1. Behavioristic Segmentation Sole users are the most brand loyal and require the least amount of...
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This note was uploaded on 08/24/2009 for the course ADV 05600 taught by Professor Kim,yeoj during the Spring '08 term at University of Texas at Austin.
- Spring '08