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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

Psychographic segmentation - case study

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Case study

boy racer.pngA survey of driving behaviours in the UK produced two distinct categories of 'boy racers'.

"The first point of note is that within the 17-24.s, there are not one, but two groups of 'boy racers': Deathwish and Young & Reckless. These have quite distinctive and different psychographic profiles.

The report then went onto identify further potentially 'dangerous' groups linked to age and behaviour:

  • Fast & Cocky (25-34)
  • Fast & Invincible (35-50)
  • Stress City (25-34)
  • Fast & Far Away (17-24)
  • Accidental Tourists (25-34)
  • Mr & Mrs Average (35-50)
  • Confident Steady Eddies
  • Nervous Steady Eddies


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Group Activity

In groups consider these segments and summarise what the typical person in these groups might look like, how they are likely to live their lives and what products and services might be suitable for them. From a 'social marketing point of view', what types of marketing could be offered to change some of these behaviours?

  • Report back to the whole class on your findings
  • Develop a marketing campaign based on your ideas to include adverts, posters, product details, distribution channels etc focused on two of these groups.

In most cases, these are what are called 'stereotypes'. The way we look at these groups might be simplified and exaggerated but they do serve to identify certain characteristics. These might be useful to a business looking to target particular markets.