ADM 2320 Chapter Notes - Chapter 7: Mazda3
Document Summary
Positioning: design products to meet market segment"s needs, develop a marketing mix for each segment selected. Situation 1: moving d1 to a vertical line to make completely inelastic. If everything is differentiable, companies will want to make demand as inelastic as possible. This implies power, prestigious product, no competition ex. Clean your mouth more often; orange juice is not just for breakfast; bogo sales . Situation 3: both shifting and rotating the demand curve to the right and to vertical position. Core and tangible product: features, benefits, durability, reliability, etc. Three different types of software, for one particular industry. Demographic: age, gender, family, life-cycle stage, income distribution, education, occupation, ethnic origin. Psychographic (lifestyle, attitude research, aio): one individual operational measure of a lifestyle. People make a lot of money, but they spend money differently. People"s demographics are not very useful, because at the end of the day, people spend their money differently.
