BUS 082 Lecture Notes - Lecture 26: Relationship Marketing, Disposable And Discretionary Income, Psychographic

• School: College of The Sequoias
• Department: Business (BUS)
• Course: BUS 082
• Professor: gradin

Document Summary

All the individuals or households that want goods and services for personal use and have the resources to buy them. Individuals and organizations that buy goods and services to use in production or to sell, rent, or supply to others. Geographic segmentation: dividing the market by cities counties states or regions. Demographic segmentation: dividing the market by age, income, education, and other demographic variables. Psychographic segmentation: dividing the market by groups, values, interests and opinions. Benefit segmentation: dividing the market according to product benefits the customer prefers. Volume (usage) segmentation: dividing the market by the volume of product use. Niche marketing: identifies small but profitable market segments and designs or finds products for them. One to one marketing: developing a unique mix of goods and services for each individual consumer. Developing products and promotions to please large groups of people.