BU121 Lecture Notes - Lecture 7: Psychographic
Document Summary
Marketing meets all the critical success factors but meeting customer needs and creating a distinct competitive advantage is key focus. An integrated system of activities designed to plan, price, promote and distribute, want satisfying goods and services to present and potential customers . #1: related to providing a want satisfying good or service. Write down your assumptions about the customer, the problem, and the solution. Sit back and listen to their reaction to it. Don"t ask if they will buy it. State-of-being: geographic region, pop"n size, pop"n density, climate, demographics age, gender, lifecycle, income, occupat"n, customer type business, consumer. State- of-mind: psychographic (personality and lifestyle aio) Product usage behaviour: volume usage rate, user status, readiness to buy. Recap steps: segment on basis of benefits, describe using other bases, name the segments. Draw axes that represent the relevant dimensions/criteria by which people perceive and evaluate different product offerings.
