JTC 355 Lecture Notes - Lecture 11: Market (Place), Marketing Mix, North American Industry Classification System
16 Sep 2016
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Hardee"s paris hiltion targeting young, male, frequent fast food eaters effective in reaching that audience. Market seg process: id ppl with sharedneeds/chars, aggregate/combine those into larger grous according to their mutual interests in the products utility (to satisfy same needs) Aware non-triers? category users. (not brand). haven"t bought into brand. Trial/rejecters? these guys bought into brand a"s message but didn"t like product. Sad day. tough to convince them to come back. Repertoire users? these dudes have 2 more brands in their back pocket, buy all at full price. brand switers. primary target. b. purchase-occasion. When a product is bought or sold c. usage rate volume segmentation you categorize users: lite,med, heavy using that, you design advtisng campaigns against each. d. benefits sought. Benefit segmentation high quality, low price, etc. ex. of schwab, there was the young guy and the old dude: geographic seg. sales analyse by region country size city size spec. loc types of stores, demographic.
