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Chapter 3

MKTG 345 Chapter Notes - Chapter 3: Hootsuite, Dominick Fernow, Psychographic


Department
Marketing
Course Code
MKTG 345
Professor
You
Chapter
3

Page:
of 4
Chapter 3 notes
Social Consumers
Social Footprints: are the marks a person makes when he or she occupies digital space
Lifestreams: are time-ordered streams of entries and posts
Ex lifestream aggregators: Hootsuite
Penetration Rate: The measure of the percentage of a population with Internet access is
known as the
World Penetration Rates:
Asia – 19.4%
Europe – 52.0%
Australia – 60.0%
North America – 74.0%
Why people use social networks
Affinity impulse: Social networks enable participants to express an affinity, to
acknowledge a liking or relationship with individuals and groups.
Prurient impulse: People may feel a curiosity about others and want to feed this interest.
Contact comfort and immediacy impulse: People have a natural drive to feel a sense of
psychological closeness to others.
Altruistic impulse: Some participate in social media as a way to do something good.
Validation impulse: Social media focuses intently on the individual.
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Market Segmentation
Market segmentation: is the process of dividing a market into distinct groups that have
common needs and characteristics.
5 Types of segmentation:
1. Geographic segmentation
2. Demographic segmentation
3. Psychographic segmentation
4. Benefit segmentation
5. Behavioral segmentation
Geographic segmentation: refers to segmenting markets by region, country, market size,
market density, or climate.
Demographic segmentation: refers to utilizing common characteristics such as age,
gender, income, ethnic background, educational attainment, family life cycle, and
occupation to understand how to group similar consumers together
Psychographic segmentation: approaches slice up the market based on personality,
motives, lifestyles, and attitudes and opinions.
Psychographic segmentation approaches slice up the market based on personality, motives,
lifestyles, and attitudes and opinions.
Behavioral segmentation: divides consumers into groups based on how they act with
regard to a brand or a product category.
Ways to segment (rates , status)
- How much and how often they use it (heavy, medium, light, non-user)
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- Whether or not people buy or use a product (potential users, non-users, regulars,
first-timers, users of competitors’ products)
Social Media Segments
Different typologies of digital consumers:
Social Technographics
Creators – contribute content to be shared with others
Conversationalists – those who talk through social media frequently
Critics – those who react to the content created by others
Collectors – efficient and organized users of social content
Joiners – people who maintain a profile on one or more social networking sites and visit
the sites regularly
Spectators – site on the periphery of social communities
Inactives – online, but do not participate in a meaningful manner
Examples of each
Creators:
- publish a blog
- publish you own web page
Conversationalists:
-Update a status
-post a pic on twitter
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