ADM 1100 Lecture Notes - Lecture 8: Windex, Session 9, Customer Relationship Management
4 Feb 2016
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Document Summary
Chapter 11 & 12: marketing management (session 9) Developing a marketing strategy study & analyze potential target markets and choose among them. Create a marketing mix to satisfy the chosen market (product, distribution, promotion & pricing) Process of dividing a total market into several relatively similar groups. Consumer (b2c) markets geographical, demographic, psychographic, product related. Geographic segmentation: dividing an overall market into similar groups on the. Demographic segmentation: dividing markets on the basis of various demographic or socioeconomic characteristics, such as gender, age, income, occupation, household size, stage in family life cycle, education, or ethnic group. Psychographic segmentation: dividing consumer markets into groups with similar attitudes, values and lifestyles: aio statements: people"s verbal descriptions of various attitudes, interests. Product related segmentation: dividing consumer markets into groups that are and opinions based on benefits sought by buyers, usage rates, loyalty levels. Demographic or customer based segmentation: designs a good or service intended for a specific organizational market (healthcare institutions)
