COMM 299 Lecture 5: MODULE 5
11 Feb 2017
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Document Summary
Learn from each interview/ from each contact with potential clients/employers. Marketing strategy: set marketing objectives, select one or more target market segments to serve, develop an appropriate marketing mix to meet the needs of the selected target markets. Market segment consists of a group of potential buyers who share some common characteristics and who will likely respond to your marketing offer in the same way. Market segmentation is the process of dividing a market into distinct segments of customers that share certain characteristics and respond predictably and in a similar manner to your marketing mix: how do you segment a market. Geo-demographics: demographics of a specific geographic area. Psychographics/lifestyle: inner feelings and predisposition to behave in a certain way. Described in terms of activities, interests, and opinions. Will purchase good that both shape their lifestyles and express who they are as individuals. Media preferences: where do customers prefer to get their information.
