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Week Two: Consumer Segmentation

by: maditaylor7

Week Two: Consumer Segmentation ADV 3008

Marketplace > Florida State University > Advertising > ADV 3008 > Week Two Consumer Segmentation
GPA 3.32

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Notes from the Second Week of Class
Principles of Advertising
Barry Solomon
Class Notes
Advertising, Marketing, adv 3008, FSU, Florida State
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This 3 page Class Notes was uploaded by maditaylor7 on Monday February 1, 2016. The Class Notes belongs to ADV 3008 at Florida State University taught by Barry Solomon in Summer 2015. Since its upload, it has received 33 views. For similar materials see Principles of Advertising in Advertising at Florida State University.


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Date Created: 02/01/16
CONSUMER SEGMENTATION  Overall Purpose o achieve the greatest amount of sales with the least amount of expense  Reasons for Consumer Segmentation o inefficient to market to everyone with the same product   ex. many cellular plans to market to different types of individuals o can’t develop separate products for each consumer  has to be a large enough segment to be profitable  Factors leading to segmentation o Introduction of the marketing concept— cars colors’ in the 1950’s and  demand for more colors o high standard of living— vs 1960s needs; more people can afford a wide variety of things, materialism o increased competition— marketplace creates demands for new products  ipad, other tablets// offers and benefits for the consumer  Aspects of Segmentation o Classifying Consumers—   enduring variables: variables that stick with the consumer at any  point in time regardless of the product being purchased  describes purchase behavior for a variety of product  categories  demographics: statistical study of population size; age,  gender, etc  geographics: where you live   psychographics: attitudes, opinions, lifestyles; better for  predicting product purchase; less precise; more expensive  to do research  dynamic variables: specific to an individuals relationship with a  product  useful for developing message and positioning strategies  heavy vs light users: heavy users are the most desirable   80 20 rule, 80% of sales volume comes from only  20% of the customer  early vs late adopters: try a product the minute it comes off  the market, others dont  early adopters are key to success— repeat sales,  product reviews, social media buzz,  recommendations   end use: what the product is used for   brand loyal vs brand switchers: exclusion of all other  brands in a certain category   product features: what the product has  product benefits: how it helps the consumer  benefit segmentation: what the features do for you!  different consumers seek different primary benefits  from the same product  the message:what needs to be communicated  the media: messages get delivered through media o Segmentation Strategies  undifferentiated: one basic product for all consumers in the  market — broad messages and media  partially differentiated: different distinct products for distinct  market segments; don’t create products for the entire market;  specific media and message strategy  chickfila  wholly differentiated: entire user population; many products for  many markets  mcdonalds  concentrated: one product, one segment; specific media and  message  specific strategies are sometimes called rifle strategies  rifle message: specific statements  rifle media: cable tv, — specific audience  shotgun media: out of home, tv, general interest magazines — broad statements, broad groups


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