Management and Organizational Studies 2320A/B Chapter Notes - Chapter 6: Micromarketing, Ideal Point, Mass Customization

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Angela White

Document Summary

Mission and objectives as well as its current situation- swot. Developing descriptions of segments and their needs, wants, and characteristics. Geographic segmentation grouping of consumers on the basis of where they live: country, climate, neighbourhoods. Demographic segmentation the grouping of consumers according to easily measured, objective characteristics such as age, gender, income and education: most common means to define segments, generational cohorts often used, demographics are poor indicators for active wear (ex. Nike: combine demographics with another segmentation base. Person who needs to feel a sense of belonging may take part in: determining psychographics involves knowing and understanding 3 certain activities with others, which influences the things he buys components: The underlying goal affects an individual through self concept the image a person has of him or herself; component of psychographics. Lifestyles how we live our lives to achieve goals.