Social Media Marketing Chapter 3: Social Consumers

1. Social Consumers
Christopher Burke
Sarah Goldsmith
Kelsey King

2. Psychographics
 Breaks down the market based on:
 Personality
 Motives
 Lifestyles
 Attitudes
 Opinions
 Demographics

3. 4G in Automobiles
 http://www.cnet.com/videos/4g-in-cars-explained/
 Businessmen, families and anyone who travels
 Could give valid information to the state
 Car savvy and non car savvy people
 Upper middle to upper class

4. Benefit Segmentation
• Marketers to divide the market based on the perceived
benefit of the product or service.
• This type of segmentation may be used in clothing,
appliance, consumer, cosmetic, and several other
industries.
• It groups individuals in the marketing universe according to
the benefits they seek from the products available in the
market.

5. Apple
• Target Market: all kind of people who want new technology.
They research people’s needs and wants.
• The iPhone targets consumers who need to store
information and communicate or people who want
entertainment on the go.
• Apples target segments consist of professionals, students,
corporate users, entrepreneurs, and health care workers.
 http://thegrio.com/2014/09/22/iphone-6-cheaters/
 ^ Interesting new iPhone features that might indicate a more
specific target market for Apple

6. Sales Promotions
 Benefit Segmentation
 Benefits people gain from the product
 Coupons
 Sweepstakes
 Contests
 Can be a reoccurring event
 Does have to have a start and end date

7. McDonalds Monopoly
 http://www.ispot.tv/ad/7NrI/mcdonalds-monopoly-playing-for-greatness-
featuring-lebron-james
 Feature done every year
 Since 1987
 Gives the consumer a chance to interact with the product
 And a chance to win something
 http://www.playatmcd.com/

8. Sources
 McDonald's Monopoly." Wikipedia. Wikimedia Foundation, 13 Oct.
2014. Web. 14 Oct. 2014.
<http://en.wikipedia.org/wiki/McDonald%27s_Monopoly>.
 Musa, Sajjad. "These Five Features Make the IPhone 6 Very Bad News
for Cheaters." The Grio. 22 Sept. 2014. Web. 1 Oct. 2014.
 "Car Tech 101: 4G in Cars Explained - CNET." CNET. N.p., n.d. Web.
14 Oct. 2014. <http://www.cnet.com/videos/4g-in-cars-explained/>.
 "McDonald's Monopoly TV Commercial, 'Playing for Greatness'
Featuring LeBron James." ISpot.tv. N.p., n.d. Web. 14 Oct. 2014.
<http://www.ispot.tv/ad/7NrI/mcdonalds-monopoly-playing-for-greatness-
featuring-lebron-james>.
 "The MONOPOLY® Game Is Back at McDonald's®!" 2014
MONOPOLY® Game at McDonald's®. N.p., n.d. Web. 14 Oct. 2014.
<http://www.playatmcd.com/>.