MGT 3300 Lecture Notes - Lecture 18: Marketing Mix, Sun Pharmaceutical
Document Summary
Market segmentation forces marketing managers to decide which product market dimensions might be useful for planning marketing strategies. A product market may be described by behavioral segmentation dimensions. Needs for example, customer needs could be economic, functional, or psychological. Benefits sought tend to be situation specific for example a car buyer could be looking for good gas mileage or the ability to seat seven people. Thoughts buyers may be grouped by whether they have favorable or unfavorable attitudes or beliefs about the brand or product category. Rate of use some customers may be heavy, medium, light or even non-users. Purchase relationship customers could be segmented by whether they have an ongoing relationship, intermittent use, or a bad relationship. Brand familiarity might vary from insisting on a brand to non-recognition or rejection. Kind of shopping refers to whether buyers do comparison shopping or perhaps buy on a convenience basis.
