1. Geographics:
§
Lives within the U.S ZIP
codes
2. Demographics:
§
Married.
§
Between the ages of 21-35.
§
At least one child.
§
Condominium or home
owner.
§
Education experiences
beyond high school.
§
Earning a combined annual
family income of $50,000 or greater.
3. Psychographics:
§
Values time and considers
it their single most limited resource.
§
Excited about accepting
and using innovative ideas and products.
§
Consistent Web users.
Prefer the Internet over magazines and newspapers for information they trust.
§
Increasing resources
invested into safety and security issues.
§
Beginning to plan for
their future.
4. Behaviors:
§
They are leaders in
product selection and respond to the opinions of the “industry experts” when
making purchase decisions.
§
This group will first
look to the Internet to acquire this information.
§
They defend these
decisions under most any circumstance and will adamantly “sell” those that ask
why they use the product or service and why they made the choice they did.
§
This group can be a
powerful, unpaid sales force resulting from the referral network they build and
use.
Promotional strategy a plan for the optimal use of the elements of promotion: advertising, public relations, personal selling, sales promotion, and social media Pg.276 Chapter16-1
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