BU352 Lecture Notes - Lecture 6: Marketing Mix, Fixed Cost, Micromarketing
Document Summary
Segment of men who wanted a lower calorie beverage. Target: on this specific marketing plan, you target a specific group (e. g. girls) Don"t have budget to keep all people in population happy. Look at objectives are you trying to increase profits. Geographic: location changes your marketing plan (urban vs. rural) Psychographic: based on people"s psychology/lifestyle (e. g. people who love adventure) Behavioural: what behaviour they have towards your product. Location with people more well-off vs. not well-off. Everyone around world their values are based on 2 things: innovation and resources. Some like sameness and don"t try new things (e. g. at restaurants) People who like to try new things have a lot of money, luxury products, love travelling, adventure. Survivors: don"t have a lot of money, stick to basic lifestyle (going to work, going home), low resources, don"t like innovations. Believers: people beliving in ethical/moral values they have less resources than thinkers.
