Marketing Integration: Defining Target Market

Question 1

Target Market

Answer 1

Importance: Must have a clear idea of who we are trying to communicate with

Determined by: consumer needs, usage levels (heavy to non- user), market size and potential, competition

Influences all aspects of communication plan: message, media, promotion, direct marketing, public relations

Question 2

Ways of Defining Target Market (Demographics)

Answer 2

can be general, but usually better to have well-defined

Demographics
Age, income, sex, education, marital status

NOTE: Most common way of defining target (because easy to measure)

HOWEVER: also the most broad way (lot of heterogeneity within groups)

Also need to monitor changes in demographics

KEY POINT: Are becoming obsolete as indicators of segments (exploding multiplicity of lifestyles, needs and wants)

Question 3

Geodemographics

Answer 3

Basic Premise: People who reside in similar areas (neighborhoods or zip codes) have similar demographics and lifestyles

Example: PRIZM- 66 clusters of neighborhoods (such as shotguns and pick-ups, pools and patios, golden ponds, etc.)

Question 4

Personality

Answer 4

Personality – consumer traits- Big 5 (neuroticism, extraversion, openness, agreeableness, conscientiousness)

especially important for products and services that involve style or taste

Question 5

Lifestyles

Answer 5

measured by activities, interests, and opinions

broader patterns of behavior

Question 6

Culture

Answer 6

The configuration of learned behavior and results of behavior whose component elements are shared and transmitted by members of a society

Key influence on our values and behavior- Ex’s:

Individualism vs. Collectivism
Power Distance- status hierarchy

Question 7

Cultural Differences

Answer 7

must understand difference in order to communicate effectively:

DANGER: If message conflicts with cultural values

Appealing to values can enhance message effectiveness (perceptual vigilance)- Examples:
achievement and success
family
youthfulness