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as it is about consumer behavior analysis. Well, let me answer you. Let us recall the original purpose of market segmentation. It is the furcation of the market into smaller units enabling us to focus our marketing/branding/advertising activities, and to achieve differentiation, so that we could win advantages we could not get when working with the entire market. The search for small consumer groups has evidently stopped delivering results. However, the pursuit after groups of "purchases/consumptions" rather than of people, could offer new horizons. Let us sharpen things a little. According to the old segmentation, each group is characterized by a need/preference/motivation. The new approach preserves this concept. Yet, in the new reality, and according to the new approach, the motivation is no longer common within a defined consumer group. A "segment" is now a group of "purchases/consumptions" qualified by a certain context of purchasing or consuming a product plus a specific motivation. When we segment according to this approach, we analyze consumer behavior; we identify the various contexts of product consumption, and the different motivations that characterize consumers who experience those contexts. The new relevant segments could consist of certain moods (such as the "I'm going to teach that husband of mine a lesson he's never going to forget" segment), certain social situations (such as the "Wow, I haven't seen YOU in a long time" segment), all according to what is relevant to that specific product category. Note that when we meet a given purchasing context (a dinner at a restaurant) there are varied consumer motivations that exist ("tonight we're going out solo, no kids", versus "we're celebrating grandpa's birthday"), and they would be considered different market segments. A specific consumer is likely to participate in one segment, few segments, or no segment. Nevertheless, much like the old segmentation, every segment accounts for a share of our sales, and we can do our profitability calculations accordingly. According to Contextual Segmentation, then, our marketing activities, at all levels, should be aimed towards a context of purchasing/consumption plus a certain motivation, and not towards groups of consumers. Title: The New Marketing Revolution Word Count: 421 Summary: LetÆs take a quick stroll through the world of marketing to see what it was, what it became and what it now isà Era 1 û newspaper, magazines, radio broadcasts, direct mail, telemarketing,

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