The Marketing Book 5th Edition

242 The Marketing Book method: an application in forecasting and marketing management, Expert Systems, 7 (1), 9–17. Cottrell, M. ...

Quantitative methods in marketing 243 Koczkodaj, W. W., Orlowski, M. and Marek, V. W. (1998) Myths about rough set theory, Commu ...

244 The Marketing Book Evidential Intelligence Analysis of Multiple Target Tracks, Department of Numerical Analysis and Computer ...

Quantitative methods in marketing 245 range from cluster analysis and conjoint analysis to AHP and neural networks. Mazanec, J. ...

CHAPTER 10 Market segmentation MARTIN EVANS Chapter objectives 1 To show that, whereas the tradition of grouping individuals tog ...

Market segmentation 247 segmented in less conventional ways in order to differentially target segments according to their likely ...

248 The Marketing Book meant that marketers are more able to analyse customer behaviour at an individual level, and they increas ...

Market segmentation 249 One of the relatively recent developments in these respects is the cultivation of the more profitable cu ...

250 The Marketing Book supporting characteristics rather than as the main segmentation base. We start by exploring some demograp ...

Market segmentation 251 these are the ‘baby boomers’, those born in the years following the Second World War – who have become a ...

252 The Marketing Book offensive grounds, as have some more recent demeaning images of men. Increases in the divorce rate and th ...

Market segmentation 253 bachelor stage, to newly married, married with children, empty nester who is married with children who n ...

254 The Marketing Book would amount to £5 billion per year if averaged across the UK. Clearly there are ethical issues here. Chi ...

Market segmentation 255 segments, including: The Belonger, the Survi- vor, the Experimentalist, the Conspicuous Con- sumer, the ...

256 The Marketing Book other adopter categories. Remember the Levi’s example earlier, in which the targeting of opinion leaders ...

Market segmentation 257 Table 10.3 Toothpaste consumer benefit segments Sensory segment Sociable segment Worrier segment Indepen ...

258 The Marketing Book use products with specific benefits in specific situations. Table 10.4 provides an example with respect t ...

Market segmentation 259 Table 10.5 ACORN ‘segments’ Category and label Description Category A Group 1 Wealthy Achievers, Suburba ...

260 The Marketing Book Table 10.5 Continued Category and label Description Category D Group 10 Skilled Workers, Home Owning Area ...

Market segmentation 261 Table 10.6 Type 8.22 academic centres, students and young professionals Overview These are predominantly ...