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Focusing an offering (Segmentation Variables need to be (assessable – can…
Focusing an offering
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Alternative view Cova and Cova, 2001, p. 68: ‘the unit of reference used in postmodern consumer research is more a cohort of individuals who share similar experiences and emotions, and who bond together in loosely interconnected communities, e.g. postmodern tribes’. Brand tribes and brand communities have important implications for brand management in the digital era,
Psychographic variables, such as personality and life style - some recognise the challenges of measuring and reaching consumers based on these (for example, Dibb et al., 2016
The use of "big data" may suggest that personality might be increasingly used to personalise targeted messages, although its use is controversial (Grassegger and Krogerus, 2017)
A market = ‘a group of people who, as consumers or as part of organizations, need and have the ability, willingness and authority to purchase products in a product class’ (Dibb et al., 2016, p. 203)
Business markets (producer, reseller, institutional and government markets) and non- profit markets exist, in addition to consumer markets.