BU352 Chapter Notes - Chapter 7: Mass Customization, Cola Wars, Plastic Surgery
Document Summary
2013: marketing is about satisfying consumers" wants and needs. It is not enough just to make the product. Market could be grouped by country, by region, by province, city, or by climate and topography (warm, cold) useful for companies whose products satisfy needs that vary by region. Men tend to channel surf and watch primetime shows more often if they are action-oriented and have physically attractive cast members. Women view shows to which they can personally relate through the situational plot or characters and shows recommended by friends: for example, demographics are poor predictors of the users of activewear. Nike assumed that activewear would be purchased exclusively by young, active people, but the health and fitness trend has led people of all ages to buy such merchandise. 2013: self-segmentation = knowledge for managers trying to find new ways of attracting customers, determining psychographics involves three components: self-values, self-concept, and lifestyles, self-values: life goals.
