Flashcards in Quiz #2: Chapter 4 (Part 1) Deck (12)
Bases for segmentation
geography, demographics, psychographics, behavior
What predicts needs/wants the best?
What are the bases for geographic segmentation?
region, city vs rural, climate, density
What are the bases for demographic segmentation?
age, gender, income, ethnicity, etc.
What are the bases for psychographic segmentation?
What are the bases for behavior segmentation?
occasions (like Black Friday), benefits, user status, usage rates, loyalty status
What are the American generations?
Pre-Depression, depression, baby boom, gen x, gen y, tweens
What are the four segments of the mature market?
healthy indulgers, ailing outgoers, healthy hermits, frail recluses
7M, rapidly growing, condos, cruises, group travel
18M, retirement communities, discounts
20M, DIY market