ADPR 3100 Lecture Notes - Lecture 7: Target Market, Vehicle Insurance, Sport Utility Vehicle
12 Feb 2018
School
Department
Course
Professor
Document Summary
Market profiles: for example: ave. member of our tm is bob. He is 45, married, enjoys outdoor activities like hiking and fishing, drives a bmw suv, earns between 75,000 and 100,000 annually, believes cli(cid:373)ate cha(cid:374)ge is a hoa(cid:454), a(cid:374)d is a(cid:374) acti(cid:448)e participa(cid:374)t i(cid:374) his daughter"s (cid:894)9(cid:455)rs old(cid:895) pta. Pioneering: new buyers; first product in category. Retentive: committed buyers; dominant market share. Viewers of the bravo channel (cid:862)will a(cid:374)d gracers(cid:863: urban, cosmopolitan; women and best male (often gay) friends (cid:862)pta tre(cid:374)dsetters(cid:863, married women with children; style trendwatchers. Benefit: the good thing that is made possible by the feature. People don"t buy features, they buy benefits: not things, but satisfaction of their wants and needs, not drill bits, but holes. Don"t sell me car insurance, talk to me about ___________. Don"t sell me bricks, tell me about ____. Don"t sell me a perfume, tell me about ________. Don"t sell me a 4wd car, tell me about _________.
