segment

segment

1. heavy users 20/80

2. D

   • Age
   • Gender
     • P&G feminine toothpaste
   • Social Class and Income
   • Family Structure
   • Race and Ethnicity

3. G

4. P

5. B

6. C impact on MKT

   • MKT impact on C
     • Popular Culture
     • role theory
     • relationship with brands
       • Self-concept attachment
       • Nostalgic attachment
       • Interdependence
       • Love
     • global consumer culture
     • Digital Native
       • B2C
       • C2C
       • Social media
         • user-generated content
         • synchronous
         • asynchronous
         • culture of participation
     • Needs and Want
       • Do/Are marketers
         • Manipulate Consumers?
         • Create Artificial Needs
           • need
           • want
         • Necessary?
         • Promise Miracles?
       • Public Policy and Consumerism
         • Consumer Activism
         • Social Marketing
         • Green Marketing
         • Study of Consumer Behavior
           • MACRO
           • MICRO
           • positivism paradigm
           • interpretivism paradigm
             • “Little Man” pattern.