MKT 100 Lecture Notes - Lecture 7: Shampoo, Psychographic, Railways Act 1921

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

Segmentation: different shampoo needs: color treated hair, hair type, smell, price, treatment, dandruff. Targeting: we will select the segment that has color treated hair. Positioning: we will communicate how our shampoo is better for color treated hair than competitors. Identified not created: the role of the marketer is not to create the segment, but to identify the market segments and determine which to target. Stars with a common need: begin with understanding common need and layer in geographic, demographic, psychographic & behavioural characteristics. Geographic: region, city or metro side density, climate, province, country. Demographic: age, cohort generation, gender, family size, life-stage, education, income, occupation, nationality, ethnicity, tribal identity, family identity, religion, political party membership, nationality, social class. Psychographic: life-style, passions, interests, hobbies, personality, sociability, social class, values. Behavioral: product usage rate, brand loyalty, product benefits sought, usage occasion characteristics, user status, buyer"s readiness to purchase, buy attitudes.