ADM 1300 Lecture Notes - Lecture 4: Psychographic, Micromarketing, Marketing Mix
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ADM 1300 Full Course Notes
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Document Summary
Age, gender, income, education, occupation, ethnic background, religion, family life cycle, etc. Bene ts sought, usage rates, user status, loyalty: geographic segmentation, divide market into separate geographic units, countries, regions provinces, cities, neighbourhoods, climate, etc, develop appropriate marketing programs, demographic segmentation. Divide market into groups based on: gender age ethnic group family lifecycle stage household type income. Other, e. g. occupation, education, religion: psychographic segmentation. How consumers describe themselves: self-values, self-concept, lifestyles. Self-values: life goals that refer to overriding desires that drive how a person lives his/her life self-respect, self-fulfillment, sense of belonging. Self-concept: the image people have of themselves fun-loving, serious, studious,intelligent, academic. Lifestyles: the ways we live healthy, balanced to achieve our goals. Benefits sought ; user status ; usage rate; loyalty. Does each segment require a unique marketing mix: reachable. Know the product exists > understand what it can do > recognize how to buy: responsive. Accept the firm"s value proposition: substantial and profitable.
