MKT 320F - 1-30 Notes - 1/30/08 Foundations of Marketing...

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1/30/08 Foundations of Marketing Notes Behavioral dimensions for segmenting consumer markets - information required - needs - benefits sought: good gas mileage - thoughts: how people think - rate of use: heavy, medium, light or non-users - purchase relationship: - brand familiarity: build brand loyalty - kind of shopping: - type of problem-solving: solve a problem by buying something, wait for sales Geographic dimensions for segmenting consumer markets - region of world or country: china targeted because many roadways (rollerblades) - region in a country: rollerblades targeted western part of US - size of city: Demographic dimensions for segmenting consumer markets - income - sex or age: element targeted younger crowd but realized older ppl bought it - family size or family life cycle stage: honda element targeted singles - occupation or education - ethnicity or social class: spanish will make up 40% of texas population by 2020 Video - a new sport was being created and excitement was necessary - staying ahead of competition with technology, product
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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 - 1/30/08 Foundations of Marketing...

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