COMMERCE 2MA3 Lecture Notes - Lecture 9: Geographic Information System, Psychographic, Micromarketing
31 May 2016
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Document Summary
Group of people with sufficient purchasing power, authority, and willingness to buy. Group of people to whom a firm decides to direct its marketing efforts and ultimately its goods and services. Products bought by ultimate consumers for personal use. Goods and services purchased for use either directly or indirectly in the production of other goods and services for resale. Division of the total market into smaller, relatively homogeneous groups. Segment must have measureable size and purchasing power. Marketers must find a way to effectively promote/serve the market segment. Segment must be sufficiently large to offer good profit potential. Firm must aim for segments that match its marketing capabilities. Division of an overall market into homogeneous groups based on their locations. Refers to a geographic area surrounding an urban core (urban fringes) as well as the core itself. Smaller version of a cma in which the urban core population is smaller than in the cma.
