COMM 296 Chapter Notes - Chapter 9: Geodemographic Segmentation, Potato Chip, Psychographic
Document Summary
Step 1 - establish the overall strategy or objectives. Rst step in stp is to gure out a clear vision for the marketing strategy. Must be consistent and come from the rm"s mission as well as its present situation (swot) By identifying a new segment could lead to great pro t at rst but could lead to a signi cant threat. Using a particular method/combo to segment market. Develop segment descriptions to help distinguish segment similarities or differences. The grouping of consumers based upon where the consumer lives (country,region,state,city ) Rm can provide basic good to all segments but the best tailor marketing to meet needs of smaller area. The grouping of consumers according to objective, easily measured characteristics such as race,income,age,gender or education. Most common means to de ne as they are easiest to reach. Gender plays huge role in how rms market product or services.
