ADV 318J Chapter Notes - Chapter 6: Geodemographic Segmentation, Stoping, Psychographic
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Segment markets: cut it into pieces and focus on the pieces or pieces that make the most sense. Target: focus ads and ibc for delivery upon that segment or segments with ads and ibp. Then have to position their brand for that segment. Positioning: attempt to give a brand a certain meaning relatives to its competitors. Stp marketing approach: markets are segmented, segments of markets are targeted, and brands are positioned. 6. 2: segmenting markets: 6. 2a: usage and commitment level. Heavy users, committed users, lead users: consumers that purchase much more, and more frequently, than others. Brand freaks: consumers whose behaviors towards it borders on the pathological (mom and dunkin: 6. 2b: switchers and variety seekers. Buy what"s on sale or what has a coupon. Switchers: turn out to be a costly target segment. Spend money to get their business only to have them change next week: 6. 2c: emergent consumers:
