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1850s-1920sheavy focus on production capacitymass production of productstandardization concept
1930s-1950sfocus on personal sellingover supply of goods and services
1950s- to dateheavy from 1950s onwardsa shift towards consumers need for unique, variation and preference
geographic(location by zone region)demographic ( age, gender, marital status, socio-economics status)psychographic (attitude, personality, lifestyle, culture)behavior ( loyalty, acceptance rate, usage, customer satisfaction, intention)
market is generally view as one group with no individual segment resulting in usage in single marketing strategy
focus on two or more well define market segment.this approach involve greater input from management, undertaking increase market research increase promotional strategy.