Adv 318j certification - Study guides, Class notes & Summaries

Market segmentation - dividing the total population into a target audience of core consumers Audience segmentation - process of identifying a marketer's best prospects on: 1) Needs, problems, and values 2) Media accessibility 3) Profit potential Niche marketing - process of identifying a needs segment/targeting a product for that segment Strugglers - weak self orientation, low resources Believers - strong self orientation, low resources

T/F Consumer behavior is often straightforward and consistent - False What is consumer behavior? - all things related to how humans operate as consumers Consumer behavior is... - complex and varied due to many influences Successful IBP comes from understanding your... - potential consumers What are the perspectives of consumer behavior? - psychological sociocultural Psychological Perspective - approaches consumers as systematic decision makers who process information