Hierarchy of effects This is a marketing model designed to demonstrate how a consumer transitions from being unaware of a brand, to forming attitudes and understanding of that brand, to ultimately becoming an end customer. There are many versions of this hierarchy of effects model found in textbooks, but let’s start with a very basic … Read more…
Hierarchy of effects model and share of minds and share of hearts There are numerous hierarchy of effects models that are covered in marketing literature. Probably the most common one was developed in 1961 and is a six stage model usually included in a Philip Kotler marketing textbook. The following diagram is an expansion of … Read more…
What is a segment profile? A segment profile is a descriptive summary of the size, needs, behaviors and preferences of consumers within a particular market segment, with the goal of evaluating segment attractiveness and developing suitable marketing strategies. Study Tip Connect the word ‘profile’ to a criminal profiler that we see on TV crime shows … Read more…
What is a business segmentation base? A business segmentation base is definable characteristics or behavior of organizations that can be utilized to classify the organizations into related groups, for the purpose of target marketing. Main business segmentation bases (with examples) Geographic location/s: Where the business operates. Examples: Countries, regions, spread of operations across areas Business … Read more…
Just in the same way that consumer products can be classified into similar categories of products, business or industrial products can also be classed together. These classification schemes are helpful for marketers to understand the fundamental marketing challenges of the products that they manage. In both sets of classification schemes – consumer products and business/industrial … Read more…
Brand personas are commonly used in customer journey mapping, but are generally helpful in most aspects of marketing strategy development. This is because a brand persona – which is a representation of the typical customer in a target market – helps the firm more clearly understand the consumer. Generally firms will develop multiple brand personas … Read more…
Using Brand Personas in Customer Journey Mapping A fundamental principle of modern day marketing is to segment the market and select appropriate target markets. For more information on the market segmentation process, please refer to the market segmentation study guide. Target markets are smaller parts of the overall market, where consumers are grouped into sets … Read more…
What is a customer journey? Let’s start our understanding of customer journey mapping by first understanding what is meant by the “customer’s journey”. As suggested by the name, a customer journey is the progression of a consumer (initially a non-customer of a brand) in their journey to becoming a customer of the brand. Understanding the … Read more…
Three main phases of a customer journey Customer journeys, particularly for high involvement purchases, may take years to lead to a purchase decision. For example, a young consumer buying their first brand new car would have years of experience of seeing cars, seeing promotional campaigns and product placement, being involved in discussions regarding motor vehicles, … Read more…
What is a customer journey? As the name implies, a customer journey is the series of steps undertaken by a consumer (that is, a non-customer of a brand) in their journey to becoming a customer of the brand. A consumer’s journey will include gathering information, reviewing marketing communications, visiting stores, reviewing product information, looking at … Read more…
