MKTG1025 Study Guide - Final Guide: Price Skimming, Micromarketing, Early Adopter
Document Summary
Product life cycle stages of adoption process- innovativeness individual differences. Early adopter in tech & lagging adopter in fashion. Factors influencing rate adoption - lifestyle, complex, trial, communicability observe the benefits. Psychographic spend the most time on personality black box, hard to identify. Behavioural readiness stage, loyalty status, price skimming, discount, quality can be indicated by the price. Segments normally 6 groups creating segments patagonia. Naming them something & variables slide 34. Differentiated where we find marketers expenses. Concentrated rly know the segment, a lot of effort. Micromarketing very expensive, unfinished inventory disadvantage, increase level of satisfaction. Ca- what am i doing better than other people, benefits. Vertical motivators for buying the brand, socially acceptable. Motivators durability of the product, how easy it is to purchase, accessibility. Do the segmentation well then position also well. Statement brings together - wrapping up positioning. Life cycle - objective and strategies slide 65.