BA 101 Lecture Notes - Lecture 3: Baby Boomers, Marketing Mix, Weight Watchers

• School: University of Oregon
• Department: Charles H. Lundquist College of Business
• Course: BA 101
• Professor: durant

Document Summary

Market segmentation and target markets: breaking down market into smaller sub groups. Way you promote, price, and distribute product may be different for each market. Then narrow down which market is the target market. Accessing data that has already been published and made available: primary data: information collected for the first time. Can be used for solving the particular problem under investigation: primary research: observational research, collection of original information. A research method that relies on three types of observation: people watching people, people watching an activity, machines watching people: secondary research: collection of information from published sources. A research method that relies on already available information (websites, publications, research reports): basis for segmentation: (dividing a big market into smaller subsets) Family life cycle: tweens: pre- and early adolescents, age 8 to 14. Combines geographic, demographic, and lifestyle segmentation: intermarket segmentation: teens show surprising similarity no matter where in the world they live.