You have been hired by a resort/hotel and they want to create some targeted advertisements to a certain customer segment that they don't see much at their resort. Couples seeking away time from the kids with a high income Find 4 Demographic 4 Psychographic 4 Geographic 4 Behavioral

Contemporary Marketing
18th Edition
ISBN:9780357033777
Author:Louis E. Boone, David L. Kurtz
Publisher:Louis E. Boone, David L. Kurtz
Chapter9: Market Segmentation, Targeting, And Positioning
Section9.8: Positioning Strategies And Value Propositions
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You have been hired by a resort/hotel and they want to create some targeted advertisements to a certain customer segment that they don't see much at their resort. Couples seeking away time from the kids with a high income Find 4 Demographic 4 Psychographic 4 Geographic 4 Behavioral
Behavioral
Geographic
• Desired product
benefits
Locations
Price sensitivity
Brand loyalty
- Country
- City
- Towns
- Neighborhoods
User rate
Consumer attitudes
Frequency of purchase
• Time of year
• Time involved in
purchasing decision
Transcribed Image Text:Behavioral Geographic • Desired product benefits Locations Price sensitivity Brand loyalty - Country - City - Towns - Neighborhoods User rate Consumer attitudes Frequency of purchase • Time of year • Time involved in purchasing decision
Demographics
Psychographics
Hobbies
Age range
• Gender
Race or ethnic origin
Interests
Problem they are solving by
using your product/service
Concerns or anxieties they
may have about using your
product/service
Amount they are willing to
spend on your
product/service
Style/Fashion
Future Aspirations (ex. start
a family or retire)
Level of education
Occupation(s)
Household income
range
• Where do they live
Religion
Transcribed Image Text:Demographics Psychographics Hobbies Age range • Gender Race or ethnic origin Interests Problem they are solving by using your product/service Concerns or anxieties they may have about using your product/service Amount they are willing to spend on your product/service Style/Fashion Future Aspirations (ex. start a family or retire) Level of education Occupation(s) Household income range • Where do they live Religion
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