MARKET SEGMENTATION& BUYER BEHAVIORConsumer TrendsIntroductionConsumer trends are the habits and behaviors which are presently prevailing among thecustomers of goods and services.Factors Influencing Consumer BehaviorPurchasing powerGroup InfluencePersonal PreferenceEconomic ConditionsMarketing CampaignsConsumer Trends Which Influence PurchaseNew technologies have influenced the pattern and behaviors of purchase. The trendsinclude;Mobile shopping and paymentsMobile applicationSocial MediaContent marketingOverview of the Different Consumer GroupsLoyal consumerDiscount consumerImpulse consumersNeed-based consumersTWO COMPANIESThe two companies chosen for this discussion is;Skeeter BoatsGold BondSEGMENTATION STRATEGYThe strategies that are used by the companies for segmentation include;Enterprise for internal useEnterprise for resaleKey accountsINTENDED TARGET MARKETEnd consumersRetailersFishersCOMMUNICATIONS OBJECTIVESMake the best sells they can makeConvince consumers they are the bestEnsures their products are well knownTell the users where to get their productsPRODUCT-POSITIONING STRATEGYThe positioning strategies implemented include;Flexibility positioningQuality positioningCost position strategyCONCLUSIONConsumers of product ...
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