Lecture 3

Question 1

market segmentation

Answer 1

market segmentation for
specific consumer groups and realize that the targeting
decision is the initial and most fundamental of all marcom
decisions.

Question 2

Describe the nature of psychographic segmentation.

Question 3

Understand the role of behavior segmentation in targeting
consumer groups.

Question 4

Appreciate major demographic developments such as
changes in the age structure of the population and ethnic
population growth.

Question 5

TA

Answer 5

Target Audience

Question 6

Market segmentation:

Answer 6

Market segmentation:
* Identify bases (e.g., behavior, demographics) to segment the market
* Develop profiles of resulting segments