tailieunhanh - Marketing Communications - Chapter 4

Tham khảo tài liệu 'marketing communications - chapter 4', kinh doanh - tiếp thị, internet marketing phục vụ nhu cầu học tập, nghiên cứu và làm việc hiệu quả | Targeting CHAPTER 4 Appreciate the importance of targeting marketing communications to specific consumer groups and realize that the targeting decision is the initial and most fundamental of all marcom decisions. Understand the role of behaviorgraphics in targeting consumer groups. Describe the nature of psychographic targeting. Appreciate major demographic developments such as changes in the age structure of the population and ethnic population growth. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 4– 4– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Explain the meaning of geodemographics and understand the role for this form of targeting. Recognize that any single characteristic of consumers—whether their age, ethnicity, or income level—likely is not solely sufficient for sophisticated marcom targeting. Chapter Objectives (cont’d) After reading this chapter . | Targeting CHAPTER 4 Appreciate the importance of targeting marketing communications to specific consumer groups and realize that the targeting decision is the initial and most fundamental of all marcom decisions. Understand the role of behaviorgraphics in targeting consumer groups. Describe the nature of psychographic targeting. Appreciate major demographic developments such as changes in the age structure of the population and ethnic population growth. Chapter Objectives After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 4– 4– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Explain the meaning of geodemographics and understand the role for this form of targeting. Recognize that any single characteristic of consumers—whether their age, ethnicity, or income level—likely is not solely sufficient for sophisticated marcom targeting. Chapter Objectives (cont’d) After reading this chapter you should be able to: © 2010 South-Western, a part of Cengage Learning. All rights reserved. 4– 4– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Targeting Targeting Specific Audiences Is considered the starting point for marcom decisions Allows for precise delivery of marketing communications to targeted markets Prevents wasted coverage to people falling outside the targeted market Choosing a Targeting Method How difficult to obtain data about the characteristic to be use in targeting consumers How predictive is the characteristic of consumer choice behavior 4– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Targeting Specific Audiences Behaviorgraphics Demographics Psychographics Geodemographics Measureable Consumer Characteristics 4– © 2010 South-Western, a part of Cengage Learning. All rights reserved. Classification of Four General Targeting Characteristics Figure 4– © 2010 South-Western, a part of Cengage .