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Need Recognition 01
02 Information Search
Evaluation of Alternatives 03
04 Purchase Decisions
Bases of Segmentation-
Geographic
Demographic
Psychographic
Behavioral
Benefits
Segmentation
Geographic
Markets are divided into different geographic units
Local to global
Segmentation
Demographic
Usage Rate: light user, medium user, heavy user. Industrial marketers
refer to the 80-20 rule, meaning 20% of their buyers account for 80%
of their sales volume.
Segmentation
Benefits
Media Selection
How would you target from multiple segments?
Customer Competitor
Market Environment
Cultural Influence
Social Class
Reference Groups
Demographic
Psychological Influence
Perception
Satisfaction
Dissonance
Motivation
Personality
Opinions
https://www.youtube.com/watch?v=0cG0Vw_k-eg
https://www.youtube.com/watch?v=uZ0KNVU2fV0
https://www.youtube.com/watch?v=vQto05XK0ro
https://www.youtube.com/watch?v=koPmuEyP3a0
Behavioral Influence
Usage Rate: “20% of the market buys the 80% of the product”
Innovator
Early Adopter
Early Majority
Late Majority
Laggard