ADV 344K Study Guide - Final Guide: Market Segmentation, A.D. Vision, Marketing Mix
Document Summary
Exam notes: stp marketing and the evolution of marketing strategies. Segmenting: breaking down diverse markets into manageable segments to. Targeting: choosing specific segments as the focal point to. Positioning: aligning the marketing mix to yield distinctive appeal for the target segment. These segments of activities are called- stp marketing. Represents a sound base for generating effective advertising: identifying target segments. The first step in stp marketing involves breaking down large, Psychographics- refer to a form of research that emphasizes. Developing advertising to win first time users is- point-of-entry. Brand-loyal users- are a tremendous asset but are difficult to. People may be so devoted to brand don"t need encouragement. Nonusers offer lowest level of opportunity relative to other. Switchers or variety seekers often buy what"s on sale. Emergent consumers- offers the organization an important heterogeneous markets into a more manageable submarkets or consumer segments- market segmentation groups convert business opportunity development marketing.
