Chapter 9 Targeting a Market 155 Copyright Goodheart-Willcox Co., Inc. Demographics Age: 16–35 years old Gender: Male and female Income: $25,000–$90,000 Ethnicity: Any Education level: Any Occupation: Any Marital status: Any Family size: Any Psychographics Values: Entertainment, social interaction with friends and family, accomplishment Attitudes: Video games are a way to connect and spend time with other people. Playing together promotes teamwork and communication. Video games provide mental stimulation or education. Money spent on video games is a better value than other forms of entertainment. Interests: Movies, social media, sports, technology, television Behavioral Benefits sought: Entertainment, value, social connection Usage rate: Light to heavy usage Buying status: Occasional to regular customers Customer Profile: Video Gamer Goodheart-Willcox Publisher Figure 9-2 A customer profile lists demographic, psychographic, and behavioral characteristics about consumers in the market segment. Section 9.1 Review Check Your Understanding 1. List an advantage and a disadvantage of mass marketing. 2. Identify four criteria that an accurately identified target market meets. 3. Why is market segmentation important? 4. How do various generations influence marketing activities? 5. Explain how accurate customer profiles can help lead to marketing success. Build Your Vocabulary As you progress through this text, develop a personal glossary of key terms. This will help you build your vocabulary and prepare you for a career. Write a definition for each of the following terms and add them to your personal glossary. attitude behavioral segmentation buying status customer profile demographic segmentation discretionary income disposable income generation geographic segmentation Likert scale mass market niche market psychographics psychographic segmentation usage rate values pikselstock/Shutterstock.com