Class Notes (1,100,000)
CA (620,000)
U of C (8,000)
MKTG (70)
Lecture 2

MKTG 317 Lecture Notes - Lecture 2: Psychographic, Westjet, Diminished Responsibility


Department
Marketing
Course Code
MKTG 317
Professor
Edmund Gee
Lecture
2

This preview shows pages 1-3. to view the full 9 pages of the document.
Segmentation, Targeting, Positioning, &
Differentiation 09/23/2015
Socially Responsible Targeting
Is it ok to target…
oChildren?
Depends on nature of product
“no because children are easily influenced”
What is okay with you and what is okay with your
company
oElderly
“No because of diminished capacity”
“yes, they are adults”
oEconomically disadvantaged
oCognitive disabilities
oOther vulnerable groups?
Recent immigrants to Canada
People dealing with grief
Physical disabilities
A Market Segment
Demo
oAge, occupation, FLC
Psychographic
oValues, opinions, lifestyles
Geo
oWhere they are

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

Behavioural
oUsage, benefit
Example Loliware
Title = The Money Saving Proud Late 20s Parent
Geographic
oWorldwide (this is too broad, do not put worldwide)
oSuburban/Urban
oMetropolitan areas
Demographics
oYoung parents 25-35, with children
oHomeowners
oMedium discretionary or disposable items
oMale and female
Psychographics
oThis segment is used to a fast paced lifestyle. May be young
adults with children who are involved with other activities.
Being able to avoid utilities such as using a dishwasher would
be crucial.
Behavioural
oBenefit = desires a product that will fulfill their on-the-go
lifestyle while entertaining groups at their home
Example Loliware
Young adult eco conscious trend setter
Geographic
oNA
oCMA
oUrban
Demo
o18-28

Only pages 1-3 are available for preview. Some parts have been intentionally blurred.

oYoung without kids
oSingle
oUniversity education
oRents
Psychographic
oThis young environmentally conscious person values living a
sustainable life. Single and still likes to socialize with others
and enjoy time drinking cold beverages with their friends.
Looking for next big way to stand out. Prides themselves for
being the first to catch onto a trend
Behavioural
oBenefit = Allows user to stand out while being
environmentally friendly
oUsage = frequent user, weekly
Current and New Markets
Current Market Segment
oThe segment identified in the case as the target for a
company
oThe segment normally assumed to be the focus for a
particular product
Largest group buying the product
New Market Segment
oAny new market segment that might be interested in buying a
product
oAny new market that has a need to be satisfied that relates to
the product in the case
oIf case says company is interested in pursuing a market with
a particular group, then one segment better be that group
Criteria for Good Segments
Homogenous within
oShared attributes, needs
Heterogeneous between
oDefinable, reachable, identifiable
Substantial
You're Reading a Preview

Unlock to view full version