mkt325notes - MKT325 19:24 HighInvolvement...

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MKT 325 19:24 High Involvement 1. Trigger problem recognition 2. Be present when product recognition occurs efficiency: be at the right place at the right time Ex: All-state car insurance “mayhem” Insurance is it providing you with what you need Safe auto: just liability Target our customer  Ex: geico. “focus on our customer” If it’s a leased car they are going to buy it and get a new car every 2-3 years.  Information on customers from the dealerships  Ex: college mail If advertising strategy persists. . its working Segmentation Identify who is and isn’t our target market  Avoid wasted marketing $ SEGMENTATION             VARIABLE               MATRIX DEMOGRAPHICS USER STATUS LIFESTYLE  PHYSCHOGRAPHICS BENEFITS SOUGHT Objectives: top
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Demographics/user Subjective bottom Lifestyle/benefits  Consumer only left Demographics/lifestyle Consumer/product interaction right User status/benefits sought * Who is the consumer and why? Top to bottom - Benefits Sought: what you want to get out of the product/service your buying - User Status: ex: who drank coffee today and if you did what did you use Target mkt identified by multiple segmentation variables:  ex: college students usually use their parents car insurance, but in a few years they will  be purchasing their own.  User all four sections to create a target market Ex: proctor and gamble Marketing for consumer packet goods Logic: people who treat pets like their children. Limited distribution channel because  consumers)  Pride themselves in knowing their consumers and s Consumer Consumer/product Who Demographics Geographic Social Class Sub Cultures  User Status + Usage rate Why? Psychographics    VALS
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mkt325notes - MKT325 19:24 HighInvolvement...

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