Lifestyle Market Segmentation

ISBN-13: 9780789028686 / Angielski / Twarda / 2006 / 184 str.

Dennis J. Cahill

Opis

The latest marketing guide from expert Dennis Cahilthat teaches how to effectively use lifestyle segmentation for marketing strategies Lifestyle Market Segmentation gives author and marketing expert Dennis Cahill the chance to put his nearly 30 years of marketing and teaching experience to practical use to clearly explain the process of market segmentation and its applications. This text goes beyond the obvious demographic and/or geographic categories to get at the whys of customer behaviors, carefully reviewing every facet, from theory to the exploration of applications. Step by step, this easy-to-understand book, written by the author of How Consumers Pick a Hotel: Strategic Segmentation and Target Marketing and other classic marketing books, walks readers through the process, giving real-life examples as illustration as it provides the tools to effectively market by lifestyle segment in today's competitive marketplace. Market segmentation research examines a broad range of demographic and psychographic information that can provide strategies to target both current and potential markets. This helpful guide comprehensively reveals how to gather and effectively use this crucial type of research. Lifestyle Market Segmentation consists of three main parts. The first part discusses segmentation theory and various methods for segmentation. The second part explores applications of lifestyle segmentation based on case studies. The last section focuses on ways to market products and services to the various segments discovered by the applications. This invaluable text is extensively referenced and includes several tables and figures to clarify concepts and data.

Spis treści

• Foreword (Hal Douthit)
  
• Preface
  
• SECTION I: NONLIFESTYLE ISSUES
  
• Chapter 1. Segmentation Theory
  
• Chapter 2. Nonlifestyle Segmentation
  
• SECTION II: LIFESTYLE ISSUES—PRIZM, LOV, AND VALS
  
• Chapter 3. Lifestyle Considerations
  
• Chapter 4. PRIZM
  
• Chapter 5. Psychographics
  
• Chapter 6. VALS and List of Values
  
• Chapter 7. Psychographics Again
  
• SECTION III: LIFESTYLE TARGET
  
• Chapter 8. The Mature Market
  
• Chapter 9. Teens and Tweens
  
• Chapter 10. Ethnic Marketing and Marketing to the Disabled
  
• SECTION IV: APPLICATIONS
  
• Chapter 11. Applying Autobiographical Memory to Advertising
  
• Chapter 12. The Tribes: A New Psychographic Scheme
  
• Chapter 13. Single-Family Houses
  
• Chapter 14. Used Cars
  
• Chapter 15. Food
  
• Chapter 16. Health Care
  
• SECTION V: OTHER CONSIDERATIONS AND DECISION-MAKING OVERLAYS
  
• Chapter 17. Myers-Briggs Type Indicator
  
• Chapter 18. Family Considerations
  
• Chapter 19. Cases and Thoughts
  
• Appendix: Perceptual Mapping
  
• Notes
  
• References
  
• Index
  

O autorze

Dennis J. Cahill