Thu. Sep 29th, 2022

In the next topic, we are going to discuss the following

benefit segmentation

The differentiation of markets is based on what a product will do rather than on customer characteristics.

demographic segmentation

The differentiation of markets through the use of categories such as age, education, gender, income, and household size.

experiment

A marketing research method in which the investigator changes one or more variables—price, packaging, design, shelf space, advertising theme, or advertising expenditures—while observing the effects of these changes on another variable (usually sales).

geographic segmentation

The differentiation of markets by region of the country, city or county size, market density, or climate.

market segmentation

The process of separating, identifying, and evaluating the layers of a market in order to identify a target market.

marketing research

The process of planning, collecting and analyzing data relevant to a marketing decision.

observation research

A marketing research method in which the investigator monitors respondents’ actions without interacting directly with the respondents; for example, by using cash registers with scanners.

psychographic segmentation

The differentiation of markets by personality or lifestyle.

survey research

A marketing research method in which data is gathered from respondents, either in person, by telephone, by mail, at a mall, or through the internet to obtain facts, opinions, and attitudes.

volume segmentation

The differentiation of markets is based on the amount of product purchased.

 

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