MIDTERM - MIDTERMCONSUMERBEHAVIOR STUDYGUIDEMATERIAL

Info iconThis preview shows pages 1–2. Sign up to view the full content.

View Full Document Right Arrow Icon
MIDTERM- CONSUMER BEHAVIOR 13/03/2010 18:18:00 STUDY GUIDE MATERIAL      1. MARKET SEGMENTATION: subsets TARGETING: choosing a segment  POSITIONING: creating an image 2. MARKET TARGETING STRATEGIES-pg 79 Behavioral- usage behavior, websites visited  Microtargeting- relatively sm. groups given tailor-made msgs using  narrowcasting (the opposite of broadcasting) Concentrated- targets one segment with unique mk mixes Differentiated- several segments with individual mk mixes Countersegmentation- aiming at 2 or more segments combined      3. STAGES OF CONSUMER DECISION PROCESS: Need Recognition- actual state=when product fails, desired state=desire for  something new to trigger the decision process. Prepurchase Search- consumer perceives a need that might be satisfied by a  purchase. The search memory first, then resort to research of their own  (internet)
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 2
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 03/17/2011 for the course MK 3200 taught by Professor Moschis during the Fall '09 term at Georgia State.

Page1 / 5

MIDTERM - MIDTERMCONSUMERBEHAVIOR STUDYGUIDEMATERIAL

This preview shows document pages 1 - 2. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online