17/08/2015 Learning objectives • At the end of this lecture you should know; – How segmentation applies to social marketing – Be able to list the most common segmentation bases used in social marketing – How to identify the stages in the Prochaska and DiClemente (1997) model of segmentation – Be aware of the ethical implications of targeting in social marketing – Understand the concept of positioning in social marketing. – Be able to identify and develop different positioning statements
Words: 2360 - Pages: 10
Psychographic segmentation: The psychographic profile of a consumer segment can be thought of as a composite of consumers measured activities interest & opinions (AIOs). In term of Psychographic segmentation, Consumer responses to a large number of statements those measures…… Activities: how the family spending time? Example: golfing, volunteering to a local blood bank. Interest: the consumer’s family preferences & priorities. Example: Ecstasy for cloth & Pizza hut for party. Opinions:
Words: 781 - Pages: 4
1.0. Introduction Nikes goal is ‘to bring inspiration and innovation to every athlete around the world’. Therefore, has continuously been putting our efforts to inspire people all around the globe to get fit and become the best athlete they can be. This Report will represent a number of facts and statistics regarding Nike and the sports industry. As the demand for technology and new innovations of products increases, it is Nikes duty to meet the needs and wants of their customers. Nikes mission
Words: 3383 - Pages: 14
after Wrigley's. But its sub brand Perk is not that much successful as other sub brands. Due to its wrong and unstable positioning its market share 15%. We have made a marketing plan for Cadbury Perk. In our plan we have looked on Cadbury Perk Segmentation, Targeting, Positioning strategies and 4p’s. We have also looked around its competitors’ i.e. Kit Kat strategies and analysed SWOT. After looking through weaknesses and opportunities he have identified problem statement and made marketing objective.
Words: 4037 - Pages: 17
| Word Count: | 12/9/2010 | By Taslima Khanom, Sinem Sisman, Hamda Batah and Zhaneta | Table of Contents 1. Executive Summary 3 2. Terms of reference 3 3. Industry Information 3 4. Overview of adverts 4 5. Segmenting, Targeting and Positioning 5 6. Consumer Buying Behaviour 8 7. Promotion 12 8. Communication strategy 16 9. Price 17 10. Product 18 11. Place 20 12. Critique & Recommendations 22 13. Bibliography 23 14. Appendices 26 1.
Words: 6674 - Pages: 27
behavior. 3. Identify the two major approaches to the study of consumer behavior. 4. Understand the development of the marketing concept. 5. Understand the role of consumer research in the study of consumer behavior. 6. Understand how segmentation, targeting, and positioning are used in the study of consumer behavior. 7. Define customer value, satisfaction, and retention. 8. Discuss the role of ethics in marketing. 9. Describe the societal marketing concept. 10. Briefly discuss the three interlocking
Words: 3261 - Pages: 14
` BANKING ACADEMY, HANOI BTEC HND IN BUSINESS (ACCOUNTING) ASSIGNMENT COVER SHEET | NAME OF LEADER | | REGISTRATION NO. | | UNIT TITLE | Unit 4: Marketing Principles | ASSIGNMENT TITLE | LG Electronics in Vietnam | ASSIGNMENT NO | 1 of 2 (Group Assignment) | NAME OF ASSESSOR | Ms. Doti Chee | SUBMISSION DEADLINE | November 2013 | ------------------------------------------------- ------------------------------------------------- I, __________________________
Words: 6533 - Pages: 27
Political Environment………………………………………………………...5 2.3 Market Research………………………………………………………………...5 2.31 Primary Research……………………………………………………………..5 3. Segment, Targeting &Positioning………………………………………………….5 3.1 Target segment…………………………………………………………………..5 3.2 Base for Target Segmentation…………………………………………………...6 3.21 Psychographic Segmentation…………………………………………………6 3.3 Degree of Satisfaction…………………………………………………………...6 3.4 Positioning statement for the target market……………………………………...6 4. Needs and Wants
Words: 1522 - Pages: 7
1: Explain the various elements of marketing 2 AC 1.2: Evaluating the approach of Amazon towards marketing 3 LO 2: Using the concepts of segmentation, targeting and positioning 4 AC 2.1: Product opportunities in changing family structure providing consumer companies 4 AC 2.2: Identifying appropriate market segmentation 5 AC 2.3: Appropriate targeting strategy for product launching 5 AC 2.4: Buying behavior of customer depending on product. 6 AC 2.5: Amazon Fire product’s position in target
Words: 3744 - Pages: 15
problem. Segmentation The segmentation was divided into three groups. The first group is young children, which are students with low or not incomes, and the purchase is determined by their family’s interest. The second group is young-middle age, specially focused on high-risk workers with a medium income and with buying decision power. The third group is the elderly, with medium or high income that have a concern about their health and want to prevent or monitor a heart disease. Targeting The
Words: 736 - Pages: 3
