Management and Organizational Studies 2320A/B Lecture Notes - Lecture 3: Swot Analysis, Target Market, Environics
25 Oct 2018
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Document Summary
Segmentation, targeting and positioning: who is the target market for social lite vodka, product location strategy, multiple segmentation strategies were employed. Continent (north america, asia, europe, africa), country, region (west coast, prairies, Central maritimes), province, city, urban, suburban, rural, climate. Demographic age, gender, income, education, occupation, race, marital status, family size, family life cycle, religion, ethnic background (white, black, asian, indian, german, irish, arab), generational cohort (baby boomer, generation x, generation y), home ownership. Psychographic lifestyle (innovators, thinkers, achievers, experiencers, believers, strivers, makers, Behavioural survivors), personality/self-concept (conservative, liberal, adventuresome, outgoing, health-and fitness-conscious), social class (upper class, middle class, working class) Very important for how firms market products/services. Tv viewing habits vary significantly between men and women. Other, e. g. occupation, education, religion: most common method. Data is pretty easy to acquire: census excellent source of segmentation data. Poor predictors for users of activewear: psychographic segmentation, how consumers describe themselves:
