New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

September 22nd Notes

by: Callisa Ruschmeyer

September 22nd Notes MKTG 3310-001

Marketplace > Auburn University > Marketing > MKTG 3310-001 > September 22nd Notes
Callisa Ruschmeyer
GPA 4.0

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

Beginning of Chapter 4- Segmentation Discussing the four basic segmentation groups marketers can use
Class Notes
segmentation, kincaid, chapter4, Marketing, Auburn University
25 ?





Popular in Marketing

This 1 page Class Notes was uploaded by Callisa Ruschmeyer on Thursday September 22, 2016. The Class Notes belongs to MKTG 3310-001 at Auburn University taught by MICHAEL KINCAID in Fall 2016. Since its upload, it has received 5 views. For similar materials see PRINCIPLES OF MARKETING in Marketing at Auburn University.


Reviews for September 22nd Notes


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

Date Created: 09/22/16
September 22 Notes Chapter 4- Segmentation  Segmentation bases o Example- Gender  Create target markets o Those that are distinctively different o Or those that are likely to do something o Basically, there is criteria in selecting a target market Segmenting Consumer Markets  Geographic segmentation o Least predictive o Dividing a market into different geographical units, such as nations, states, regions, countries, or cities o Companies are localizing their products, advertising, promotion, and sales efforts to fit the needs of individual regions o Example- people from Minnesota react to a sunscreen commercial differently than those from Miami Beach  Demographic segmentation o Dividing the market into segments based on variables such as age, life-cycle stage, gender, income, occupation, education, religion, ethnicity, and generate  Gender segmentation- dividing a market into different segments based on gender o Second to least predictive  Psychographic segmentation o Dividing a market into different segments based on social class, or lifestyle characteristics; the products people buy reflect their lifestyles o Personality is not a predictor- we cannot measure it o Overall, a pretty good predictor o Reference group- groups we already belong to; example- a sorority or fraternity o Aspiration group- the group we aspire to belong to  Behavioral segmentation o Dividing a market into segments based on consumer knowledge, attitudes, uses, or responses to a product  Occasions, benefits sought, user status, usage rate, loyalty status o Values, attitudes and lifestyles are great predictors of behavior o Lifestyle and life cycle  Car companies do a great job at marketing toward people based on their lives o Most/best predictive of the segments  As a marketer, I am going to observe your behavior and then use it to predict your behavior the next time  Usage rates, occasions when you buy, the users  Many things we buy today are segmented by our behaviors


Buy Material

Are you sure you want to buy this material for

25 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Steve Martinelli UC Los Angeles

"There's no way I would have passed my Organic Chemistry class this semester without the notes and study guides I got from StudySoup."

Janice Dongeun University of Washington

"I used the money I made selling my notes & study guides to pay for spring break in Olympia, Washington...which was Sweet!"

Steve Martinelli UC Los Angeles

"There's no way I would have passed my Organic Chemistry class this semester without the notes and study guides I got from StudySoup."

Parker Thompson 500 Startups

"It's a great way for students to improve their educational experience and it seemed like a product that everybody wants, so all the people participating are winning."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.