MKT 100 Chapter Notes - Chapter 6: Sodium Bicarbonate, Micromarketing, Profit Margin
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MKT 100 Full Course Notes
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Document Summary
Segmentation, targeting, and positioning: describe the bases marketers use to segment a market. Not just businesses segment their customers; segmentation also helps organizations that counsel drug addicts or other at-risk groups. Many parents are becoming increasingly concerned about safety issues when their children go online. This segment responded positively to information and tools to effectively manage internet use in the home and to teach their kids to be web savvy. This segmentation base delves into how consumers describe themselves; allows people to describe themselves by using those characteristics that help them choose how they occupy their time (behaviour) and what underlying psychological reasons determine those choices. Self-values: goals for life, not just the goals one wants to accom- plish in a day; a component of psychographics that refers to overriding desires that drive how a person lives his or her life. Self-concept: the image a person has of himself or herself; a component of psychographics.
