What are the four consumer market segmentation approaches? Give an example of when you might use each one.
What will be an ideal response?
Geographic segmentation divides consumer groups based on physical location.
Demographic segmentation divides consumer groups based on a variety of readily measurable descriptive factors about the group. Many different demographic variables are available for measurement including age, generational group, gender, family, race and ethnicity, income, occupation, education, social class, and geodemographic group.
Psychographic segmentation relies on consumer variables such as personality and AIOs (activities, interests, and opinions) to segment a market. Psychographic segmentation is sometimes also referred to as segmentation by lifestyle or values.
Behavioral segmentation divides customers into groups according to similarities in benefits sought or product usage patterns.
Examples will vary.
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Major themes that can be addressed in lectures or class discussions
What will be an ideal response?
Online buying in organizational markets is prominent because Internet technology
A. totally eliminates marketing costs. B. can convey timely information quickly. C. allows companies to increase their innovation cycles. D. narrows the potential customer base for many products. E. substantially increases brand loyalty.
AOA network diagrams use only _____ dependencies
a. start-to-start b. finish-to-start c. finish-to-finish d. start-to-finish
Understanding the ________ taxes have on purchasing decisions is crucial to reaching personal financial goals in as short a time as possible.
A) change B) affect C) authority D) control E) detriment