MKT 325 Lecture Notes - Lecture 1: Global Marketing, Durable Good, Brand Loyalty
5 Dec 2015
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Geo-demographics: the consumer"s demographic based on where. Vals system contains demographic info (age & income), measures (cid:2) lifestyle, has correlation w/ finding specific product ownership. Age: 20 yr age gap: 20-40, 25-45. Whenever a child is present in an ad, that usage is in order to show. Income: enough that you can the age of the other models. Consumers use of product class & brand: specific to product class & brand, specific to a product class in time. Our scope their competitive advantage --- non-users. Targeting: priority #1: our, priority #2: their, priority #3: non-users. Competitive advantage ex: comparative ads: our : campbells (#1 priority, theirs : examples like progresso (constantly attack competition, non-user (#2 priority) You have to have plenty of support for why you eliminate a vals. Going from vals target & not bringing that in the talk about during the rest of the segmentation group. Ones own culture: relevance & impact of those core values.
