Reading Assessment The Age of Persuasion http://www.cbc.ca/ageofpersuasion/
Segmenting Dimensions income age sex family size family life cycle occupation education ethnicity geography community size just a few
Segmenting Dimensions “needs” economic functional physiological psychological social judgments attitudes interests opinions beliefs rates of use heavy | med | light information required low | med | hi brand familiarity insistence preference recognition non-recognition rejection a few more
Segmenting Dimensions strength of relationship place in value chain retailer wholesaler manufacturer industrial sector government military school business big small buying decision single-person? single-influence? single decision decentralized? po? sample first? and a few more
Positioning High moisturizing low moisturizing nondeodorant deodorant Zest Olay Safeguard Dial Lifebuoy Jergens Dove Lux Coast Ivory 2 1 4 5 7 3 8 6
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