ABSTRACT
This chapter explores how the use of social media has affected the segmentation of consumers; what are the factors that affect the consumer purchase decision process; what unique situations arise with the business purchase decision process; how are geographic, demographic, and psychographic segmentation used; and why do products need to be positioned against competitors’ products. The creative or cultural organization is now on its way to developing their marketing strategy. First, the organization decided upon its mission, vision, and values. Another step in preparation for writing the marketing plan was to conduct the necessary analysis and research. The organization then examined their internal resources and their external environment and used a SWOT analysis to analyze the resulting information. From this SWOT analysis, they decided on their competitive advantage and developed a strategic goal, objectives, and tactics. The next step is to decide which consumer segment will have the most interest in purchasing the product.
