Marketing notes 9 22 2022 Segmentation Basis 1 Demographics a Describe a characteristic of population b Gender age etc 2 Geographic a Region city size Urban Rural 3 Psychographics a Personality 4 Behavioristic a Usage volume 5 Usage Rate a Heavy users Medium Users light Users Non Users 6 Awareness Status 7 Brand Loyalty a Unaware Interested Enthusiastic Sales Forecast The amount of a product a company expects to sell during the specified level of marketing activities Trend Analysis using aggregate sales data from many years to determine general trends Cycle analysis analyzing sales for three to five years to assess consistent fluctuations Seasonal Analysis Analyzing daily weekly or monthly sales Predicting sales based on finding a relationship between past sales and one or more independent variables Using statistics Y ax B can forecast from historical data Test Market Developing products for the product image for the minds of consumers through the 4 ps Done with multidimensional scaling MDS Customer preference Positioned according to ratings on both objective and perceived measures Re position ex converse Skechers New Balances Forecasting Regression Analysis Product positioning Perceptual Mapping 3 steps Position Target Through segmentation the market can be divided into several groups of people
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