24210 Chapter Notes - Chapter 2: Target Market, Marketing Strategy, Intangible Asset
Document Summary
Chapter 2: the role of imc in the marketing process. Identifying markets: marketer identifies the specific needs of segments, selects one or more as a target and develops marketing programs directed to each segment. Segment according to: customer characteristics: geographic divided into different geographic units, region, city size, metropolitan area, density, demographic, gender, age, race, life stage, birth era, household size, marital status, socioeconomic. Income: education, occupation, psychographic, personality, values (vals) lifestyle. Segment according to: buying situation: outlet type. In-store: direct (mail order, internet, benefits sought, product features, needs, usage, usage rate, user status (regular, first time, awareness and intentions, product knowledge, behaviour. Roy morgan values segments: values segments = an innovative system of market segmentation, goes beyond demographics and psychographics, explores the values, mindsets and attitudes that motivate consumer behaviour. Indirect channels = using network of wholesalers and/or retailers.
