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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

Consumer Profiles

Economist_cover.pngIt is essential for firms to understand their target customer and be able to describe their characteristics. The marketing department should be able to develop consumer profiles for all their markets outlining of significant demographic and psychographic details about the users of a particular product. This will include details such as:

  • where they live
  • whether they are male or female or both
  • what they do
  • what their values are
  • what they earn
  • where they shop and how often and whether they are brand loyal
  • how old they are
  • whether they are likely to be married, single or have children

Consumer profiles will be different for each of a firm's target markets. This knowledge will help it meet the needs and wants of their customers. Media publishers, for example, will be able to provide potential advertisers with reader profiles, to help justify the placement of particular advertisements in certain periodicals, newspapers or magazines.


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Investigation

The Economist, for instance, provides a clear and very detailed outline of their readership profile. Follow this link and then click on the 'demographics' tab to see what Economist readers are like and what they do, say and believe; across the world or in different continents.

As you go through the various screens, jot down some key facts and then develop a 200 to 300 word consumer profile of an Economics reader.