1. SESSION 3 Marketing & Public Relations Council

2. http://www.youtube.com/watch?v=C-7s8HbHIew 3. Psychographics & BehavioristMarket Segmentation Demographics & Geographic Understanding Perception Positioning The Perceptual Map Consumer The Consumer Behavior Model Behavior 4. PsychographicsDemographics Behaviorist Geographic ConsumerSegmentation PositioningBehavior 5. What is your favorite movie?What is your favorite genre of music?Melody beyata7ada el malal f3lan do you agree?Who is your role model?No woman, no cry what do you think?ConsumerSegmentation Positioning Behavior 6. Consumer Segmentation PositioningBehavior 7. Focuses on why consumers purchase the product.It is an operational technique to measure lifestyles. ConsumerSegmentation Positioning Behavior 8. Focuses on why consumers purchase the product.It is an operational technique to measure lifestyles. ConsumerSegmentation Positioning Behavior 9. LifestyleAttitudeInterestsOpinionsPersonalityMotives Consumer Segmentation PositioningBehavior 10. Behaviorist often called usageFocuses on the feeling of people or the usage of the target towards the product/service80/20 rule (80% sales are to 20% of your customers) ConsumerSegmentation Positioning Behavior 11. Focuses on who purchases the product.It is an operational technique to measure structure. ConsumerSegmentation Positioning Behavior 12. Focuses on who purchases the product.It is an operational technique to measure structure. ConsumerSegmentation Positioning Behavior 13. GenderIncomeAgeEthnicityEducationConsumer Segmentation PositioningBehavior 14. Location Rural Suburban UrbanSize State Size City Size County Size Consumer SegmentationPositioning Behavior 15. Understanding Perception (1) Exposure(2) Attention(3) Selection(4) Retention Consumer Segmentation Positioning Behavior 16. Consumer Segmentation PositioningBehavior 17. Consumer Segmentation PositioningBehavior 18. Consumer Segmentation PositioningBehavior 19. Consumer Segmentation PositioningBehavior 20. Consumer Segmentation PositioningBehavior 21. Consumer Segmentation PositioningBehavior 22. Consumer Segmentation PositioningBehavior 23. Consumer Segmentation PositioningBehavior 24. http://www.youtube.com/watch?v=a91eiu_eer4 25. Definition A marketing strategy to influence how the market segment perceives the good or service offered in comparison to the competitor.It is creating a brand personality and evokes a certain image. ConsumerSegmentation Positioning Behavior 26. High Speed Low QualityHigh QualityLow Speed Consumer Segmentation Positioning Behavior 27. MULTIPLE CHOICE QUESTIONWhat is the difference between a customer and a consumer?A consumer buys the product while the customers use it.A customer buys the product while the consumers use it.A customer is a consumer, theyre just different terms.A customer and consumer may purchase the product but only the consumer uses it.A customer and consumer may purchase the product but only the customer uses it.ConsumerSegmentationPositioning Behavior 28. A customer and consumer may purchase the product but only the consumer uses it. ConsumerSegmentation Positioning Behavior 29. Need RecognitionInformation Search Evaluation of Alternatives PurchasePost Purchase Consumption & Divestment Consumer Segmentation PositioningBehavior 30. http://www.youtube.com/watch?v=RmEI3_NhZj4 ConsumerSegmentation Positioning Behavior