Presentation on theme: "Chapter 2.1. Customers – the individuals who purchase the product Consumers – the individuals who use the product Market – all individuals who share common."— Presentation transcript:
Customers – the individuals who purchase the product Consumers – the individuals who use the product Market – all individuals who share common needs and wants, and who have the ability to buy the product
Target Marketing – focusing all marketing decisions on a very specific group of people who you want to reach Customer Profile – includes information about the target market with regard to the age, income level, ethnic background, occupation, attitudes, lifestyle, or geographic residence of the targeted customer
Caucasian Majority of the population in US Only large ethnicity declining in percentage
African-American Comprise 12.2% of US population Promotion through community support Cultural specifics: white to church
Hispanics 21 nationalities – Mexican, Spanish, Puerto Rican, Cuban, Dominican, Caribbean Larger packaging Spanish-language television Music
Asian-American 4 percent of US population Fastest-growing group 16 nationalities – Chinese, Vietnamese, Filipino, Japanese, Asian-Indian, Korean Emphasis on education
Psychographics Study of consumers based on social and psychological characteristics
Trends Dressing down Health food Time, efficiency Luxury Upscaling – buying name brands
Geographics Segmentation by location National vs. International Regional
Movie Assignment At the end of your notes, identify at least two characteristics of the target market for each film.
Product Challenge Divide into four groups 1. 45 yr old, Hispanic, female, household income $70,000 2. 24 yr old, White, male, income $15,000 3. 12 yr old, Black, female, h.i. $23,000 4. 88 yr old, Asian, male, h.i. $30,000
Rules One group will be the target market The other three groups will be given a shape or category and have to come up with a product to market to that group The group will vote for which product is best for their demographic group
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