Management and Organizational Studies 2320A/B Lecture Notes - Lecture 4: Geodemographic Segmentation, Psychographic, Loyalty Program

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: John White

Document Summary

Mos 2320 lecture 4 continued (chapter 6: segmentation, targeting, and positioning) Coke zero (cid:862)real (cid:373)e(cid:374)(cid:863) did(cid:374)"t (cid:449)a(cid:374)t diet dri(cid:374)k. Segment of men who wanted a lower calorie beverage. Derived from mission & current state (swot) Geographic segmentation: grouping of consumers on the basis of where they live: grouped by country, regions, areas within a region (province, city, neighbourhoods), or climate and topography (warm, cold and snowy, mountainous, develop appropriate marketing programs. Demographic segmentation: grouping of consumers according to easily measured, objective characteristics such as age, gender, income, and education: most (cid:272)o(cid:373)(cid:373)o(cid:374) (cid:373)ea(cid:374)s to defi(cid:374)e seg(cid:373)e(cid:374)ts (cid:271)e(cid:272)ause the(cid:455)"re eas(cid:455) to ide(cid:374)tif(cid:455, excellent source of segmentation data. The most used psychographic system is the vals framework. Vals: psychographic tool developed by strategic business insights, classifies consumers into 8 segments: Behavioural segmentation groups consumers based on the benefits they derived from products or services, their usage rate, their loyalty, and the occasion.