Week Two: Consumer Segmentation
Week Two: Consumer Segmentation ADV 3008
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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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