MKTG 471 Lecture Notes - Lecture 34: Flickr, Asian Americans
19 May 2018
School
Department
Course
Professor
Marketing 471 Lecture 34
Divides people into 8 types:
- Innovators
- Thinkers
- Achievers
- Experiences
- Believers
- Strivers
- Makers
- Survivors
Segmentation is based on psychological characteristics that are correlated with
purchase behavior and four key demographics.
Framework that links personality with consumers' lifestyles.
Culture
The accumulation of values, knowledge, beliefs, customs, objects, and concepts,
that a society uses to cope with its environment and passes on to future
generations.
Influences buying behavior because it permeates our daily lives.
Cultural changes affect product development, promotion, distribution, and
pricing.
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Document Summary
Segmentation is based on psychological characteristics that are correlated with purchase behavior and four key demographics. The accumulation of values, knowledge, beliefs, customs, objects, and concepts, that a society uses to cope with its environment and passes on to future generations. Influences buying behavior because it permeates our daily lives. Cultural changes affect product development, promotion, distribution, and pricing. People in other regions of the world have different attitudes, values, and needs, which call for different methods of doing business as well as different types of marketing mixes. Consumers spend much of their money on depreciable products such as phone services, children"s clothing, and shoes. Spend more of their income on groceries, phone services, clothing, and shoes. while they spend less than average on health care, entertainment, and education. Spend more of their income on housing, clothing, education , and personal insurance, while they spend less than average on vehicles, entertainment, alcohol, and tobacco.
