CAOT 31 Lecture Notes - Lecture 9: Evernote, Nikeid, Micromarketing

• School: LACC
• Department: Computer Applications Office Technology
• Course: CAOT 31
• Professor: Jamie

Document Summary

Segmentation dividing up markets into meaningful customer groups. Positioning positioning the offerings in the mind of customers relative to competitors. Targeting choosing which customer group to serve. Differentiation creating market offerings that best serve targeted customers. Market segmentation: dividing a market into smaller segments of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes. Division in terms of social class, lifestyle, consumer knowledge, nations, states, regions, countries, cities, life-cycle stage, gender, income, occupation, neighborhoods education, religion, ethnicity, generation personality characteristics. Note: popular way of segmentation, as demographics have huge impact on needs, wants and demands, and it is easy to measure attitudes, uses of product, or responses to a product. Occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item. Note: maybe customers seek from the best starting product (e. g. road bike point for building market vs. mountain bike) segments.