Chapter 6 target markets. Market & Market ID. All people who share similar needs and wants and who have the ability to purchase a given product are a MARKET.
The process of dividing a total market into groups with relatively similar product needs to design a marketing mix that matches those needs.
Gender-Based Segmentation (Page 274)
Courtesy of The Beef Checkoff Program
Reprinted with permission of The Dial Corporation.
Source: Jason Fields, “America’s Families and Living Arrangements: 2003,” Current Population Reports, U.S. Census Bureau, 2003.
An approach to market segmentation in which organizations focus precise marketing efforts on very small geographic markets.
*How people live or want to live – health, youth, controlling your life, alternative thinking and/ behavior.
*Assess AIO dimensions: activities, interests, and opinions.
in your pocket.”
Jumbo, Man-sized Kleenex
Kimberly-Clark sought to give the public as many reasons to buy their product as possible….in 1927, K-C proposed a new use for Kleenex®: ‘absorbent kerchiefs.’