I'm doing a qualification in procurement a part of it is marketing:
This are some of my answers.
A: The marketing mix is probably the most famous marketing term. Its elements are the basic, tactical components of a marketing plan. Also known as the Four P's, the marketing mix elements are price, place, product, and promotion.
These four are the values that the marketing manager can control, subject to constraints of the environment. The goal is to make decisions that center the four P’s on the customer in the target market in order to create perceived value and generate a positive response.
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Explain the concepts of the following market segmentation.
1. • Consumer
2. • Spatial/Geographical
3. • Behavioural
4. • Psychographic
A: Consumer market segmentation
The division of a market into different homogeneous groups of consumers is known as market segmentation.
To tailor the marketing mix for a specific target, to better satisfy customer needs. The customer market mix can be identified by four primary bases; Geographic, demographic, psycographic and behavioural segmentation.
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In this case the market is generated towards the Psychographic model:
Based on variables such as values, attitudes and lifestyle.
i.e the advert mixes in higher social status (beach in the sun with a deck chair, attractive people).
Tosses in some humour - orchastrated towards men stupid, woman clever.
All designed to cater to the female market interms of - in a nut shell materialistic, ego flatering and man bashing.
Yep they are trying to shift a product, clever marketing if you ask me. They probably know the sales of that product is high for men, and want to try to influence females into the market at a larger rate.
The reason why it works is because men in general dont take themselves too seriously, hence they can Laugh and share the joke - but if you flipped it on the other foot, more often then not a woman would be offended, i.e why they had to switch the drink around, because for the woman to be actually affected would be encrouching on social taboo's -