Comm 342 Chapter 7: Segmenting and Targeting Audience

Involvment

The intensity of the consumer’s interest in a product

Consumer Behavior

The process of an individual or group selecting, purchasing, using, or disposing of products, services, ideas, or experiences to satisfy needs and desires

Culture

The complex whole of tangible items, intangible concepts, and social behaviors that define a group of people or a way of life

Norms

Simple rules that each culture establishes to guide behavior

Values

The source of norms; values are not tied to specific objects or behavior, are internal, and guide behavior

Core Values

Underlying values that govern a person’s (or a brand’s) attitudes and behavior

Corporate Culture

The values and attitudes that shape the behavior of an organization and its employees

Social Class

A way to categorize people on the basis of their values, attitudes, lifestyles, and behavior

Reference Group

A group of people that a person uses as a guide for behavior in specific situations

Brand Communities

Groups of people devoted to a particular brand

Acquired Needs

A driving force learned from culture, society, and the environment

Motive

An internal force (like the desire to look good) that stimulates you to behave in a particular manner

Cognitive Dissonance

A tendency to justify the discrepancy between what you receive and what you expected to receive

Neuromarketing

The brain-science approach investigating how consumers think

Segmenting

Dividing the market into groups of people who have similar characteristics in certain key product-related areas

Undifferentiated Strategy

A view of the market that assumes all consumers are basically the same

Market Segmentation

The process of dividing a market into distinct groups of buyers who might require separate products or marketing mixes

Niche Market

Subsegments of the general market which have distinctive traits that may provide a special combination of benefits

Cultural Cohort

A segment of customers from multiple countries who share common characteristics that translate into common wants and needs

Targeting

Breaking a business or consumer market into segments and then concentrating marketing efforts on one or more segments whose needs and desires most closely match a company’s product or service offerings

Microtargeting

The practice of using vast databases of personal info to predict attitudes and behavior of selected groups

Profiles

A composite description of a target audience using personality and lifestyle characteristics

Demographics

Human traits such as age, income, race, and gender

Target Audience

A segment of a target market to whom promotional messages are aimed

Lifestyle

The pattern of living that reflects how people allocate their time, energy, and money

Discretionary Income

THe money available for spending after taxes and necessities are covered

Designated Marketing Area (DMA)

Households in each major U.S. metropolitan area, or TV or radio broadcast coverage area

Psychographics

All psychological variable (especially activities, interests, and opinions) that combine to describe our inner selves and help explain consumer behavior

Attitude

A learned predisposition that we hold toward an object, person, or idea

Trend Spotters

Researchers who specialize in identifying trends and fads that may affect consumer attitudes and behavior

Cool Hunters

People who specialize in spotting trends

Usage

Categorizing consumers in terms of how much of the product they buy

Switchers

Television viewers who change channels

Adoption Process

Buying behavior that reflects the speed with which people are willing to try something new

Diffusion

Adoption of new ideas based on Diffusion of Innovations Theory

Perceived Risk

The relationship between what you gain by making a certain decision and what you have to lose