Marketing

Table of Contents

1. Topic pack - Marketing - introduction
2. 4.1 The role of marketing - notes
3. 4.1 The role of marketing - questions
4. 4.2 Marketing Planning - notes
   1. Marketing planning
   2. The marketing mix
   3. The Total Product Concept
   4. Ethics of marketing
   5. Marketing audit
   6. Porter's five forces
   7. Porter's five forces - activities
   8. Marketing objectives
   9. Market research - introduction
   10. The role of market research
   11. Primary and secondary research
   12. Primary research - information gathering techniques
   13. Observations - case studies
   14. Group-based market research
   15. Market research - summary
   16. Questionnaires
   17. Sampling
   18. Methods of sampling - introduction
   19. Main methods of sampling
   20. Sampling errors
   21. Market segmentation
   22. Consumer Profiles
   23. Types of segments
   24. Demographic segmentation
   25. Psychographic segmentation
   26. Psychographic segmentation - case study
   27. Geographic segmentation
   28. Industrial markets
   29. Targeting
   30. Positioning
   31. Corporate image
   32. Position/perception maps
   33. Unique selling point/proposition USP
   34. Marketing strategies and tactics
   35. Sales forecasting
   36. Qualitative forecasting/data
   37. Forecasting and correlation
   38. Forecasting techniques
   39. Constructing time-series analysis
   40. Moving average
   41. Four point moving average - worked example
   42. Identifying the seasonal variation
5. 4.2 Marketing planning - questions
6. 4.3 Product introduction - notes
7. 4.3 Product - questions
8. 4.3 Product - simulations and activities
9. 4.4 Price - notes
10. 4.4 Price - questions
11. 4.4 Price - simulations and activities
12. 4.4 Promotion - notes
13. 4.5 Promotion - questions
14. 4.6 Place (distribution) - notes
15. 4.7 International marketing - notes
16. 4.7 International marketing - questions
17. 4.8 E-commerce - notes
18. 4.8 E-commerce - questions
19. Printable version

Demographic segmentation

• Age - some products are not of interest to certain age groups, e.g. school materials
• Marital status - Married couples often have distinctly different purchasing behaviours to single consumers. This can relate to the car purchases such as holidays entertainment, financial products.
• Social class - this is a difficult term to define accurately, but is linked to education, tradition, income and parenting. Several countries have socio-economic groupings which are a useful 'shorthand' for marketers when drawing up marketing mixes.
• Education - the level of education will influence lifestyles, buying patterns and behaviours.
• Race and ethnicity - different races have different cultures, which influence their needs and wants. This is particularly noticeable in food and fashion products. Globalisation has dissipated these differences somewhat, with cultural exports such as American music creating a fusion of demand patterns in other parts of the world.
• Religion - this may be linked to race and ethnicity, but not always. Religious beliefs will influence buying behaviour such as foods, e.g Kosher and Halal foods
• Sexual orientation - as societies become more liberal in their attitudes to sexual preferences, so whole industries have developed to cater for groups such as 'gay' and 'lesbian' consumers. People in these group may have certain spending habits and a lifestyle that a business can identify and target.
• Gender - it is clear that males and females have distinctly different buying behaviours, especially in the areas of fashion and cosmetics. However, remember that males and females are not homogenous groups and will also be segmented by other features such as age, ethnicity, education, income etc.
• Language - this clearly affects the nature of products or services purchased. The IB, for example, offers papers in three languages: English, French and Spanish and is soon likely to be offering examinations in Chinese.
• Family lifecycle - marketers categorise households in terms of their stage in the family lifecycle, because purchasing behaviour is likely to be relatively homogeneous within each category, but different between categories:

One important way that is used by marketing firms is segmenting the market according to Socio-Economic Groups. Use Google, or another search engine to see if you can find out what these are. Once you have had a go, follow the previous link to see how your answer compares.