{[ promptMessage ]}

Bookmark it

{[ promptMessage ]}

MKT 320F 1-30 Notes - into specific outlets-create an...

Info icon This preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
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
Image of page 1

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

View Full Document Right Arrow Icon
- 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 
Image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

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...
View Full Document

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern