Lifestyle Marketing: Reaching the New American Consumer - download pdf or read online

By Ronald D. Michman, Edward M. Mazze, Alan J. Greco

ISBN-10: 1567206409

ISBN-13: 9781567206401

Quality note: this is often retail PDF, and a gruesome imprint for my part (from ebsco). begins with thumbnail hide, no web page borders and prints part the web page. Does have pagination.
Staff note: The retail flag has been got rid of given that this can be ebsco's kind of printing pages (from reflowable textual content) and doesn't represent precise retail.

In today's aggressive financial setting, realizing your client hasn't ever been extra very important. examine indicates that the majority businesses don't phase their industry by means of way of life. as an alternative, they depend exclusively on demographic components to outline their consumers. This booklet is helping retailers know how to arrive consumers from little ones to tweens and singles to seniors. It demonstrates how such tendencies as cross-shopping and the blurring of gender roles could be accounted for through one's total advertising and marketing strategy.

Yet one other buyer workforce evaluated here's the rising prosperous industry. This e-book is a prerequisite to courting advertising. It tells the reader tips to achieve rigorously outlined and defined industry segments. simply because buyers' behaviors are so vital to way of life industry segmentation innovations, this ebook demonstrates how such traits as cross-shopping and the blurring of gender roles could be accounted for by way of one's total business plan.

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Additional resources for Lifestyle Marketing: Reaching the New American Consumer

Example text

There is a trend toward more liberal sexual attitudes reflected not only in the movies but in television programming as well.  Today’s customer, no matter what age, sex, or marital status, wants access to products and services twenty­four hours a day and seven days a week when they are at home, at work, or on the road.  How long this behavior will affect tourism remains to be seen.  In 1988, VALS2 was introduced which is a more refined psychographic segmentation tool.  The use of value segmentation for lifestyle­defining activities such as vacation travel, and books and media selection is also beneficial.

NOTES 1.  Demby, “Psychographics Revisited: The Birth of a Technique,” Marketing News, 2 January 1989, 21. 2. Joan Raymond, “The Multicultural Report,” American Demographics 23 (November 2001): 3–7. 3.  Hyman, “Long­Distance Geographic Mobility and Retailing Attitudes and Behavior: An Update,” Journal of Retailing 63 (Summer 1987): 187–204. 4.  Sheth, “Demographics in Consumer Behavior,” Journal of Business Research 5 (June 1977): 129–138. 5. Keith Naughton, “Crunch Time at Kellogg,” Business Week, 14 February 2000, 52–53.

For example, food preferences of consumers might be categorized as diet concerned, sophisticated consumers, or natural­food enthusiasts.  Finally, the market segment should favorably respond to a specialized need or benefit for that segment.  Coca­Cola and Pepsico did not foresee changes in consumer behavior patterns and allowed Perrier and the bottled water industry to gain a foothold in the soft drink industry.  For Perrier to accomplish its objectives, the product had to be sold to supermarkets and displayed in the same aisle as soft drinks.

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Lifestyle Marketing: Reaching the New American Consumer by Ronald D. Michman, Edward M. Mazze, Alan J. Greco

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