MGMA01H3 Lecture Notes - Lecture 5: Psychographic
Document Summary
Midte(cid:396)(cid:373): le(cid:272)tu(cid:396)e slides (cid:373)ostl(cid:455), defi(cid:374)itio(cid:374)s a(cid:374)d (cid:862)(cid:271)old(cid:863) of te(cid:454)t(cid:271)ook. Carpet manufacturer: who do we want to appeal to: good segmentation: far distance between the segments, large enough but not too big (i. e. dating website, is there enough demand?) Identifiable (essential oil diffuser; spiritual people is very vague (what does that even mean?!?) vs someone who practices yoga; is it measurable: disti(cid:374)(cid:272)ti(cid:448)e (fo(cid:396) a (cid:396)i(cid:272)h (cid:271)ased (cid:373)agazi(cid:374)e, does(cid:374)"t (cid:373)atte(cid:396) if (cid:455)ou (cid:373)ake (cid:1010), (cid:1011) o(cid:396) (cid:1012) figu(cid:396)es. Positioning: appeal to one segment, and position yourself among your competitors to appear better. Ta(cid:396)get: ta(cid:396)geti(cid:374)g ppl (cid:449)ho do(cid:374)"t (cid:272)are about water resistance, but care a lot about strength, so we will target people who are focused on strength and a little of water resistance. Targeting: blackberry to get into tablets, a good idea, there was a good sized segment and was a growing space. Issue #1: competitive intensity (apples was a very strong competitor)
