Psychographic Segmentation (social class, lifestyle, personal characteristic)
Behavior Segmentation (knowledge, use, respond)
(Kotler, Bowen, and Makens, 2006)
Developing New Product and Services
Product Item Product Line Product Mix A specific version of an organization’s products. A group of closely-related product items. All products that an organization sells.
Characteristic of Service
Intangibility Inseparability Heterogeneity Perishability cannot be touched, seen, tasted, heard, or felt in the same manner as goods. A characteristic of services that allows them to be produced and consumed simultaneously. A characteristic of services that makes them less standardized and uniform than goods. A characteristics of services that prevents them from being stored, warehoused, or inventoried.