MKT 320F 1-30 Notes - into specific outlets-create an online community-purchasing is becoming self-service-relevant information at point of

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1/30/08 Foundations of Marketing notes Behavioral dimensions for segmenting consumer markets Behavioral Segmenting dimensions: - needs - benefits sought - thoughts - rate of use - purchase relationship - brand familiarity - kind of shopping - type of problem-solving - information required geographic dimensions for segmenting consumer markets geographic segmentation dimensions: - region of world or county - region in a country - size of city Demographic dimensions for segmenting consumer markets Demographic segmentation dimensions - income - sex or age - family size or family life cycle stage
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- occupation or education - ethnicity or social data RollerBlading Video: - utilized gorilla marketing - created a new sport - now, differentiate the product - markets to four genres of audience kids new skater speed skating vertical - in the past, might have sent out direct mail, etc, but now, focus all efforts 
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Unformatted text preview: into specific outlets-create an online community-purchasing is becoming self-service-relevant information at point of purchase-“push the envelope.”-Targeting china now Broader issues in selecting segmenting dimensions¨ Ethical issues:-exploitation-creates unnecessary does harm more sophisticated techniques may help in segmenting-clustering • find similar patterns within a set of data-customer database-customer relationships management • predict the types of product you will want ← ← An example of Positioning¨ exhibit 3.13-positioning and differentiating product market: to make a difference in the competition to have a competitive advantage-positioning: how consumers think about brands in the market place...
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This note was uploaded on 04/06/2008 for the course MKT 320F taught by Professor Miller during the Spring '08 term at University of Texas at Austin.

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MKT 320F 1-30 Notes - into specific outlets-create an online community-purchasing is becoming self-service-relevant information at point of

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