C8 Flashcards
Changing societal factors affecting marketing strategy
Changes in Aus society: demographics, values, gender roles, lifestyles ➡️
Changes in market needs: products, media, packages, outlets, services, images. ➡️
Changes in marketing strategy: understanding these changes is a key input for developing a successful strategy.
Demographics
Education, population size, population distribution, income, occupation.
Population distribution
Never static, changes attributed to internal migration (baby boomers moving to QLD to retire, mining boom), occupations, income, education
Gender roles
Ascribed roles: an attribute over which the individual has little or no control. (Gender)
Achievement roles: based on performance criteria over which the individual has some degree of control. (Occupation)
Gender strategies: marketing communications
Treating genders differently: e.g. Overtly sexual add more effective on men than women.
Careful portrayals: easy to alienate consumers with careless consumers.
Gender strategies: retail
Which stores are for men/women? What tells you this?
Stores catering for the shopping partner, e.g ma caves in some female stores to occupy spouse - Dad’s experience with Hahndorf!
Male grocery shoppers place higher importance on speed and ease of shopping while females cared more about discounts, value for money and store hygiene.
Specific population segments
Dominant culture: behaviours common to all members of a culture.
Subcultures: behaviours unique to specific subcultures (indigenous, senior citizen, Asian).
Implications for marketing strategy
Market segmentation
Product strategy
Marketing communications
Retail strategy
Lifestyle
How a person lives
Lifestyle determinants (demographics, social class, motives, values, personality, household LC, culture, past exp)
➡️
Lifestyle (activities, interests, likes/dislikes, attitudes, consumption, expectations, feelings)
➡️
Impact on behaviour (purchases and consumption)
Psychological influences
Perception/state of mind: affects how people perceive information as well as determines the particular pattern of consumer behaviour.
Motivations: internal forces that stimulate people to behave in a particular manner, produced by the tension caused by an unfulfilled need.
Personality: distinctive characteristics that make people or brands individual. Brand personalities: make them distinctive from their competitors.
Attitudes and values: attitudes impact motivations. Influence how consumers evaluate products, institutions, retail stores and advertising.
VALS lifestyle segmentation system
Individuals are classed into a VALS group based in how they respond to 35 attitude statements and 4 demographic statements.
Innovators
Innovators: successful, sophisticated, take charge people with high self esteem and abundant resources. Image is imported to them as an expression of their taste, independence and character. Wide range of interests, concerned with social issues and open to change.
Thinkers and believers
Thinkers: mature, satisfied, comfortable, reflective people who value order, knowledge and responsibility. Most are well educated, and work/ed in professional occupations. Appear calm and self assured. Conservative and practical consumers.
Believers: conservative, conventional people with concrete beliefs based on traditional established codes: family, church, community and the nation. Follow established routines.
Achievers and strivers
Achievers: Achievement motivated. Successful career and work oriented people who feel control of their lives. Committed to their work. Image is important, favour prestige goods to demonstrate success.
Strivers: look to others to indicate what they should do. Seek motivation, self definition through achievements at work and families. Concerned with opinions of others. Money defined success, easily bored and impulsive.
Experiencers and makers
Experiencers: young, vital, enthusiastic, impulsive and rebellious. Seek variety and excitement. Politically uncommitted, uninformed about what they believe. Do exercise, sports, outdoor recreation and social activities. Spend much of income on clothing, music, fast food and movies.
Makers: practical people who have constructive skills and value self sufficiency. Family oriented, and practical work and physical recreation. Unimpressed by material possessions.
