MKTG 330 Study Guide - Midterm Guide: Behaviorism, Sales Promotion, Marketing Mix
12 Oct 2016
School
Department
Course
Professor
Document Summary
A straightforward way to segment markets is to group consumers by buying behavior. Behavioral segments are determined by many variables, but the most important are user status, usage rate, purchase occasion, and benefits sought. Geographic segmentation looks for people in one region or the country (or world) that have needs, wants, and purchasing habits different from those in other regions. Demographic segmentation is a way to define population groups by their statistical characteristics: sex, age, ethnicity, education, occupation, income, and other quantifiable factors. A target market is the group of segments the company wishes to appeal to, design products for, and tailor its marketing activities toward. When mobile telephones were introduced in the late 1980s, advertisers had to first create enough consumer demand to pull the product through the channels of distribution (called a pull strategy). Imc educated consumers about the new product and its category, explaining what such phones are, how they work, and the rewards of owning one.
