COMM 132 Study Guide - Quiz Guide: Conjoint Analysis, Market Segmentation, Psychological Types

• School: Queen's University
• Department: Commerce
• Course: COMM 132
• Professor: Laurence Ashworth

Document Summary

Progression from post wwii to now: post wwii - exciting innovations won sales with advertising, early 1960s - tastes and purchasing patterns diverge away from age and income. Later 1960s - re nements of existing products; differentiation dif cult. 1970s - few distinctive products, emphasizing emotional bene ts by having a brand ambassador in ads segments tailored to match personal characteristics and lifestyles functional aspects of products became less appealing. Mounting confusion on changing tastes of customers rise of social scientists to segment based on worldview. Segmentation to advertise segments developed off of the assumed users of product being advertised statistical analysis of attitude surveys used to analyze response to advertising messages. 2. indicate sources of revenue/pro t identify groups that matter to nancial performance and rank in terms of pro tability then describe what makes them pro table identify customer values, attitudes, and beliefs related to product focus on customer behaviour.