Marketing Consumer Behaviour

Running head: MARKETING CONSUMER BEHAVIOUR
Marketing consumer behaviour
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1MARKETING CONSUMER BEHAVIOUR
Contents
Segmentation and targeting.............................................................................................................2
Segment evaluation..........................................................................................................................3
B2C target........................................................................................................................................6
B2B target........................................................................................................................................7
Positioning and customer behaviour................................................................................................9
Reference.......................................................................................................................................10

2MARKETING CONSUMER BEHAVIOUR
Segmentation and targeting
Segmentation, targeting are the highly acclaimed strategic approach in the present day
modern marketing. It is important to mention that segmentation and targeting are the most
commonly applied models of marketing that are in practice. The model is used in the creation of
the marketing communications, while it helps in the prioritising the propositions and
subsequently delivering relevant and personalised messages. This helps ion engaging with the
different kinds of customers. The segmentation and targeting are the audience centric rather than
the product centric approach of communications. This model helps in delivering relevant
messages to the audiences that are commercially appealing (Gengler & Mulvey, 2017). Market
segmentation involves the identification of the bases for the segmentation; determination of the
vital characteristics of each of the market segment. Market targeting includes the evaluation of
the commercial attractiveness and the potential attractiveness of each of the segments; selection
of the one or more segments. The B2B segmentation involves the firmographics segmentation,
value- based segmentation and needs based segmentation (Pyo, 2015). While the B2C
segmentation includes the psychographic segmentation, behavioural segmentation, geographic
segmentation and demographic segmentation. Customer segmentation analysis is conducted by
an organisation and it they can divide the customers based on the different attributes and factors.
This leads to the creation of the precise customer groups. Thus, customer segmentation helps in
enabling a brand or a craft that are based on the individualized marketing messages that are
suited and appropriate for each segments. While targeting the customers involves the strategies
of the company and the ways through which they can target more consumer of other business
entities (Aithal, Shailashree & Kumar, 2015). Different kind of marketing tactics are used for
both the B2C and B2B. Although it is important to mention that the publicity, promotions and

3MARKETING CONSUMER BEHAVIOUR
advertising are all the same. If the final customer is a customer, then the marketing will be based
on the emotional satisfaction and price of obtaining the product. If the final customer is a
business then the marketing message will be entirely based on the trust, service and value
(McGarvie, 2019).
Segment evaluation
B2C- The product selected under this category is the ACE Yewt. According the official
website data, the ACE Yewt is can be used by the common people if they want a big boot space
for carrying and transferring small cargo. Whereas, the other customers can be couriers, home
nurses, caterers, aged care providers, catering companies, florists and news agencies, government
agencies, pathology transport (McGarvie, 2019).
B2B- the product selected in this category is the ACE Cargo. According to the official
website data, the ACE cargo can be used by couriers, home nurses, caterers, aged care providers,
catering companies, florists and news agencies, government agencies, pathology transport
(McGarvie, 2019).
Market segmentation for the ACE Yewt and ACE Cargo will be entirely based on the
type of the customers and the purposes it will be serving. Here, the main focus for segmentation
will be the clients and the markets. While it is important to mention that both the electric vehicles
have the similar type of price brackets and the similar type of design. However, Ace Cargo has a
hatchback design and the Ace Yewt has a tray back design. The product has been designed by a
Queensland start- up called the ACE EV and this company plans to revive the car industry of
Australia (inverelltimes.com.au, 2019). Both the vehicles cost just 40,000 dollars and it is
considered to be one of the cheapest electric cars in Australia. The ACE EV team has used the