COMM 296 Chapter Notes - Chapter 9: Positio, Value Proposition, Micromarketing
Document Summary
Common segmentation bases (*each has many segmentation variables*) Geographic grouping of consumers on basis of where they live (country/climate/urban) Demographic grouping based of easily measured, objective characteristics (age, gender income) Psychographic based of how consumers spend time and money, what activities they pursue, and attitudes and opinions about the world in which they live. Behavioral segmentation methods that divides customers based on how they use the product/service. Benefit grouping based of the benefits they derive from products/services. Occasion based on when a product/service is purchased/consumed. Loyalty strateg(cid:455) of i(cid:374)(cid:448)esti(cid:374)g i(cid:374) lo(cid:455)alt(cid:455) i(cid:374)itiati(cid:448)es to retai(cid:374) fir(cid:373)"s (cid:373)ost profita(cid:271)le consumers. Geodemographic based of a combination of geographic, demographic, and lifestyle characteristics. Age, gender, education, income, family stage, marital status, religion, ethnicity, household size. Lifestyle, self-concept, self-values, needs and motives, perceptions, attitudes and beliefs. Self-values goals for life overriding desires that drive how a person lives. Self-concept the image a person has of himself.
