DESIGN
The customer experience coalesces here; all segments merge together in synthesis. Models move from the rote to the analytical, from the passive to the active, and from the manufacture driven to the service driven.
To ensure long-term compatibility, perform continual needs analysis, understanding that consumer dynamics (demographics and psychographics) continually evolve.
Conclusions -- Modern society is complex, and thus the types of choices consumers make on a minute by minute basis are also complex. By the very nature of these multiple, yet dichotomous, choices, 21st century culture demands a different set of values within the sales experience. Globalism is, in fact lessening national and occupational layering, and moving the consumer more towards value orientation and commonality of views, goals, and psychological factors (Hofstede, et.al., 1990). As we look into the future of marketing, then, it is clear that both design and approach to product management must reverse century-long trends and move to the client orientation of perceived and usable value (Fugate, 2007).
REFERENCES
Market and Psychographic Segmentation. (2010). Tutor2u. Retrieved from: http://tutor2u.net/business/marketing/segmentation-psychographic.html
Baker, M. And M. Saren. (2010). Marketing Theory. Thousand Oaks, CA: Sage.
Fugate, D. (2007). Marketing Services More Effectively. Journal of Services Marketing. 22 (2): 170-73.
Hofstede, G., et.al. (1990). Measuring Organizational Cultures: A Qualitative and Quantitative Study Across Twenty Cases. Administrative Science Quarterly. 35 (2): 286-316.
Horowitz, M. (1988). Introduction to Psychodynamics....
New York: Basic Books.
LIFESTYLE
DEPENDENT
Children Still Living At Home with Parental Group
PRE-FAMILY
Coupled With No Children
PARENTAL
Parents With At Least One Dependent Child
LATE
Parents who have children who have left home; older couples with no children
STANDARD MARKETING MODELS
ENHANCED STL PARADIGM
Opinions, Interest, Hobbies, Views, and Perceptions -- SDL seeks to advance these issues for customer satisfaction.
Loyalty -- Degree of brand loyalty, SDL encourages brand loyalty as it is more profitable AND more convenient for consumers.
Occasions -- when a product is purchased, consumed or when a service is used. Perceptions were seen as changeable towards mfg., not seen as enhancing individual.
Benefits -- What are the benefits sought? How do those benefits translate to consumer need? How can the company ensure these benefits are available?
Usage -- high, medium, low, habitual -- rather than packing and stacking, what is the OPTIMUM for the consumer for the specific product or service?
UNCOVER MODE:
Who is the customer? What are their needs? How can we best meet them?
DEFINITION MODE:
How to we set the stage for innovation and ideation?
IDEATE:
Individual and group expression and experience of event, service, or issue.
BUILDING MODE:
Build the concept from the Big Idea to the Practical Service mode.
DESIGN MODE:
The experience coalesces; all segments come together in synergy to create a better experience.
