bnoo blog

Gender Differences in Buyer Behaviour Gender difference is the topic of today's blog. I'll be discussing what differences they are, if they're important, how they influence buyer behaviour and how they can be applied to marketing as well as commenting on the lecture. In the lesson we were told to make a list throughout the lecture of the differences we could see (my list will be at the end of this blog post). We then discussed different ways to impress a women and came up with a long list including: compliment her, respect her, cuddle her, care for her, buy things for her and go to the ends of the earth for her; we then discussed how to impress a man and came up with 2 things: show up naked and bring food which, although humorous, highlights the fact that men and women are very different. A new Japanese trend of serving sushi on women to provide for the male businessman. We also looked at charity campaigns and discussed how men and women perceive the adverts differe...

STP is a three step process involving segmentation, targeting and positioning. Smith (1957) describes segmentation as being based on the observation of the evolution of demand and represents a more precise and rational adaptation of the product and the marketing effort to meet customer or user demand. Kotler (2000) describes segmentation as: “the subdividing of a market into homogenous (or similar) subsets of customers, where any subset may conceivably be selected as a target market to be reached with a distinct marketing mix" Segmentation: Dividing the market up into distinctive groups. Targeting: Selecting a group (segment) to market to. Positioning: Developing a market strategy which positions the product to appeal to a target customer base within the chosen segment. It is only suitable to use segmentation when the following are true: Consumers in the segment can be reached by a unique marketing mix. Consumers in the segment will respond to the marketing mix desig...