ADV 3008 Chapter Notes - Chapter 6: Marketing Mix, Franchising, Multi-Level Marketing
23 Oct 2018
School
Department
Course
Professor
Document Summary
Market segmentation: segmenting the consumer market. Semi-sole users typically use brand a but have an alternative selection is its not available or if the alternative is discounted. Discount users are the semi-sole users of competing brand b, will consider using brand a if its at a discount. Aware nontriers use competitive products but haven"t taken a liking to. Trial/rejectors responded to brand a"s imc but didn"t like the product. Repertoire users perceive two or more brands to have superior attributes and will buy at full price, primary target: usage rate. In volume segmentation, marketers measure people"s usage rates to de ne consumers as light, medium, or heavy users of products: purchase occasion. Purchase occasion may be a ected by frequency of need, a fad, or seasons: bene ts sought. High quality, low price, status, sex appeal, health, etc. Bene t segmentation is the prime objective of many consumer attitude studies and the basis for many successful ad campaigns.
