MKTG 649 CHAPTER 7 NOTES

MKTG 649 CHAPTER 7 NOTES - Chapter 7 Identifying Market...

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Chapter 7 Identifying Market Segments and Targets Effective Targeting Requires… Identify and profile distinct groups of buyers who differ in their needs and  preferences Select one or more market segments to enter Establish and communicate the distinctive benefits of the market offering What is a Market Segment? market segment  consists of a group of customers who share a similar  set of needs and wants. Nirvana – Pissed off youths Segmenting Consumer Markets Geographic Demographic Age and life cycle Young people? Middle-aged? Life stage College students? Retiree? Gender Income Generation Grandparents buyers, children are users Social class Race and Culture Psychographic Behavioral Psychographic Segmentation and The VALS Framework
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Behavioral Segmentation: Decision Roles Initiator Influencer
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This note was uploaded on 01/31/2012 for the course MKGT 649 taught by Professor Staff during the Fall '11 term at S.F. State.

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MKTG 649 CHAPTER 7 NOTES - Chapter 7 Identifying Market...

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