week 2 Flashcards
1
Q
list the three levels of marketing
A
- mass marketing
- segmented marketing
- niche/local/individual
2
Q
why do we use segmented marketing
A
- optimises resources
- identifies opportunities
- identify needs for new products
3
Q
list the four segment dimensions
A
- demographic variables
- geographic variables
- psychographic variables
- behavioural variables
4
Q
what is involved in demographic variables?
A
age, gender, race, ethnicity, income
5
Q
what is involved in geographic variables
A
regions, cities, local government, proximity
6
Q
what is involved in pyschographic variables
A
personality, attributes, motives, lifestyles, values
7
Q
what is involved in behavioural variables
A
occasion, loyalty, price
