COMM 131 Lecture Notes - Psychographic

• School: Queen's University
• Department: Commerce
• Course: COMM 131
• Professor: Jacob Brower

Document Summary

Marketing: chapter 7 segmentation, targeting, and positioning (week 2: major variables used in segmenting consumer markets, geographic, demographic, psychographic, behavioral, geographic segmentation, dividing a market into different geographical units, such as global regions, countries, regions within a country, provinces, cities, or even neighbourhoods, companies may decide to operate in one, a few, or all geographical areas, but pay attention to variations in needs and wants, demographic segmentation, dividing the market into segments based on variables such as age, gender, family size, life cycle, household income (hhi), occupation, education, ethnic or cultural group, and generation, most popular bases for segmenting customer groups, customers needs, wants, usage rates vary closely with demographic variables, correlation with underlying needs may be low, demographic variables easiest to measure, age and life cycle segmentation: Segmenting business markets: business markets can be segmented [through], geographically, demographically (industry, company size, benefits sought, user status, usage rate, loyalty status, customer operating characteristics, purchasing approaches, situational factors, personal characteristics.