ISC exam 1 review outline.

ISC EXAM 1 REVIEW OUTLINE



ISC exam 1 review outline

Market segmentation: the process of dividing a market of potential customers into groups or
segments, based on different characteristics.
Types of bases:
- Demographics
- Geographics
- Socioeconomics
- Psychographics
- Benefits sought
- Usage
- Behavior Demographics:
- Gender
- Age
- Income
- Ethnicity
Behavior segmentation is preferable: it is what we are trying to influence, it should be the
starting point.
How people behave is more important than what attitudes they hold or what they claim matters
to them.


Positioning approaches:
- Attributes / benefits
- price / quality
- Use / application
- Product class
- Product user
- Competitor
- Cultural symbols




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, ISC EXAM 1 REVIEW OUTLINE


Basic forms of Isc (communication decisions):
- Advertising
- Direct response
- Internet
- Social media
- Mobil
- Sales promotion
Publicity / public relations
Event marketing
Personal selling
Consumer decision making process: -
Problem recognition
- When a consumer recognizes a difference of sufficient magnitude between what is
perceived as the desired state and what is the actual state with regard to any product
which results in triggering the buying decision process. - Information search
- Internal search
- External search
- Alternative evaluation
- Evoked set
- The number of alternatives that are considered by consumers during the problem
solving process.
- Purchase decision
- Purchase intentions
- Brand loyalty
- Process a customer goes through when buying a product. - Post Purchase evaluation
- Cognitive dissonance
- Is the phase we give to the state of unease which exists in the customers mind after
buying a product or service.


Industries




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