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In today's competitive economic environment, knowing your customer has never been more important. Research shows that most companies do not segment their market by lifestyle. Instead, they rely solely on demographic factors to define their customers. This book helps marketers understand how to reach customers from children to tweens and singles to seniors. It demonstrates how such trends as cross-shopping and the blurring of gender roles can be accounted for by one's overall marketing strategy.
Yet another consumer group evaluated here is the emerging affluent market. This book is a prerequisite to relationship marketing. It tells the reader how to reach carefully defined and described market segments. Because buyers' behaviors are so important to lifestyle market segmentation strategies, this book demonstrates how such trends as cross-shopping and the blurring of gender roles can be accounted for by one's overall marketing strategy.
List of contents
Illustrations
Preface
Acknowledgments
The Basis for Competitive Lifestyle Market Segmentation Strategies
Lifestyles and decision Making
Purchasing Behavior
Changing Values and Lifestyles
Subcultural Segmentation and Targeting Changing Lifestyles of the Singles Market
Targeting the Changing Lifestyles of Children, Tweens, Teens, and College Markets
Targeting the Changing Lifestyles of the Senior Market
Culture and Targeting the Changing Lifestyles of the Black and Hispanic Markets
Social Class and Targeting the Changing Lifestyles of the Asian, Jewish, and Italian Markets
Epilogue
Bibliography
Index
About the author
RONALD D. MICHMAN is Professor of Marketing at Shippensburg University in Pennsylvania. He is the author of Marketing to Changing Consumer Markets: Environmental Scanning and coauthor of Marketing Channels and Strategies, Second Edition, and Strategic Advertising Decisions, as well as numerous articles that have appeared in Business, Business Horizons, Industrial Marketing Management, and the Journal of Business Strategy.
