Buyer-Segmentation Analysis INB495

Buyer-Segmentation Analysis INB495 - (consumers, retailers,...

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Marketing Communications Buyer and Segmentation Analysis
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Consumer Decision Process 1. Need recognition Functional vs. psychological needs 2. Information search Depends on level of risk Performance, financial, psychological risk 3. Alternative evaluation Universal, retrieval, and evoked sets Evaluative criteria and determinant attributes 4. Purchase 5. Postpurchase evaluation Postpurchase dissonance
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Types of Segmentation
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Narrowing the Target Profiles A description of the target audience that reads like a description of someone you know Personalize the customer Narrowing the target Start with the most important characteristic Each time you add a variable, target narrows
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Brand loyalty segmentation for target audience selection. For a marcoms campaign, the manager has to select a target audience (usually two – a primary and a secondary) from within the target customer type
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Unformatted text preview: (consumers, retailers, investors, etc.). One logical way to do this is to categorize the total target customer population into groups based on their loyalty to the various competing brands. Loyalty here means that they are aware of the brand (or brand-item) and prefer it. Primary target audience is the group or subgroup from whom most of future sales are expected (especially increased sales). Secondary target audience is supplementary sales (or current sales if they just need holding). Potential target audience groups according to brand loyalty segmentation Main decision roles and their action objectives A BSM for childrens video games Children refers to tweenagers (ages 7 to 14) Creative target Creative target = who the ad is written to. i.e., the individual in a decision role...
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Buyer-Segmentation Analysis INB495 - (consumers, retailers,...

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