9/4/14

Refresher
-Marketing exists to satisfy consumer needs
Consumer: person involved in acquiring products (for personal use) in
the market place
Marketing Strategy: Segment, Target, Position
Marketing Tactics: 4Ps
1.
2.
3.
4.

Product
Price
Promotion
Place

Demographics
Demographics-statistics that measure observable aspects of
population, such as
-Age
Gender
-Family structure
-Social class, income, and occupation
-Race/ethnicity
Psychographics
Psychographics-psychological factors that distinguish consumers, such
as
-Personality
-Values
-Attitudes
-Interests
-Lifestyles
-Self-connect
Nike Skateboarding-Tennis YouTube Video
Q: Who are they targeting?
A Skateboarders
-theres creditability by calling them athletes
-may touch a skateboarders experience

The Meaning of Consumption

Because products and brands have meaning, they can help consumers
create, maintain and express their identities