Strategic Marketing: Planning and Control, Third Edition

graphics, etc. (ii) analysis – interpretation of information (iii) implication – what could happen and (iv) actions. ■ Sources o ...

Note: realnames.com has been established to alleviate the problem of matching company and products names to actual web addresses ...

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CHAPTER 4 Segmentation ...

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■ Introduction At a fundamental level an organisation’s marketing objectives become a decision about which products or services ...

50 Strategic Marketing: Planning and Control marketing mix to satisfy the needs of the consumers in that group while at the same ...

overseas institute will give you the names and addresses of overseas nationals. The only way of pursuing this opportunity was to ...

influences that affect consumer’s purchasing decisions. These influences can be broken down into four major categories: social, ...

children – and more importantly than the individual’s sisters and mother. These reference groups influenced their subsequent beh ...

situation, their personality, their family life cycle stage and their lifestyle in general will affect the pattern of their cons ...

However, they are useful for marketers as they help to categorise con- sumers into groups based on needs. ● Perception: The way ...

information is processed (covered under perception). There are various ways in which learning can take place including condition ...

■ Consumer segmentation criteria Segmentation criteria can be divided into three main categories: 1 Profile variables: Are used ...

a potential market segment in the air travel market could be middle-aged consumers with children who seek status benefits for bu ...

a box of chocolates called Inspirations, which was aimed at the female market, found that older women did not like the contempor ...

move from being young and single to young married without chil- dren, to young married with children, to middle aged married wit ...

Segmentation 61 Stage Percentage of households Bachelor 1.42 Newly married couples 3.11 Full nest 1 (with pre-school children) 1 ...

Social grade Social status Occupations Examples Approximate percentage of households A Upper middle class Higher managerial/ Doc ...

Segmentation 63 New social class Occupations Examples 1 Higher managerial and professional occupations 1.1 Employers and manager ...