MKT 400 Lecture : Lecture #2 + other notes
16 Jan 2012
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Mkt400 lecture #2 january 16, 2012. Notes from article: four distinct types of consumers emerging from the recession, study by decitica. The great recession has redrawn the american consumer map into four groups: steadfast frugalists. make up one fifth of american consumers. Least brand loyal and most likely to discount marketing messages. their actual behaviour doesn t differ much from the first group. difference: only 17% find buying store or generic labels to be satisfying. more scared, stressed, and worried about the future than any other group: pragmatic spenders. most attractive group for marketers because they have high spending power. only 6% in this group find price comparison to be satisfying. Cause that resonates with you, and why a company would want to partner up with you. Everything must be backed with data and facts. Use subtitles outlined in the assignment outline. Introduction: why will this niche group be in tune with your cause.
