MKT310 Segmentations Psychographics Essay Paper

MKT310 Segmentations Psychographics Essay Paper

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Instructions

MKT310 Segmentations Psychographics Essay Paper

MKT310, Segmentations, Psychographics, Essay, Paper

Make a post by following the instructions below then the response to students (I will upload later I have to make a post first to see other posts)

Please listen to the following NPR How I Built This Podcast on AirBnB. The podcast can be accessed via any podcast app like itunes or stitcher. This podcast is 40 minutes long but I promise it will be interesting! And, you can listen to it on your morning commute or while working out! Please answer the following:

1. How did Joe Gebbia segment the market (demonstrate knowledge of the types of market segmentation)
2. Identify at least two target markets for AirBnb
3. What is yourattitudetoward Airbnd? How does AirBnb use persuasion to challenge attitudes about AirBnb?

Ideas for a 2nd post include applying current news or information about Airb and as it relates to attitudes, persuasion, segmentation, target marketing, and/or the influence process.

1. John Gebbia segmented the market for Airbnb with the following; behavior segmentations,psychographics, demographics and geodemographics. Using behavior segments Joe recognized the type of people who are intrigued by the idea of staying in another person’s home for a night.

Psychographics refers to the attitudes, motivations, beliefs, and life styles of consumers. In a world were people are taught at an early age that stranger equals danger Joe faced a task of making Airbnb widely accepted. Geo demographics refer to the area a consumer lives in and their needs according to that specific area.

Joe demonstrates this with his first Airbnb experience when he rented his own home out to conference attendees when hotels were sold out. Demographics refers to statistical characteristics of a population. With Airbnb Joe is able to reach a wide range of demographics as prices, locations, styles, and more all vary significantly, meaning there is a Airbnb out there for almost anyone.

2. One target market for Airbnb is professionals. More specifically professionals who attend large gatherings like conferences, meetings, festivals, etc. These people need a place to stay and sometimes a hotel room isn’t the ideal place. With Airbnb these professionals now have many choices of where they can stay.

A second target market for Airbnb being travelers. People who love to travel. These people love new experiences and Airbnb is perfect for them by providing uniques options for a place to stay when traveling.

3. My attitude towards Airbnb is positive. I personally love the concept of Airbnb and I have used it before personally. Airbnb persuades people to change their beliefs by offering many features through their website that make users feel more safe.

An Airbnb user can see reviews from previous people who stayed, they can talk to the host, with these Airbnb is attempting to make consumers feel more comfortable with the idea of staying a complete strangers home. Or even hosts who might be hesitant about letting starangers stay in their home.

Kara Strukel

1. There are four ways you can segment a market; by behavior, psychographics, demographics and geodemographic. With behavioral segmentation, you segment a group of people by behavior. Such as targeting all heavy users of the product, or targeting individuals whom are browsing for the product.

In psychographics, you segment the market based on lifestyle, beliefs, values, and attitudes. With demographics, you segment a market based on things such as age, education, salary, gender. It is like measurable attributes that you can segment a market based upon. Lastly, geodemographic, which is putting together geography and demographics.

For example, zip code data. Based on the podcast, Joe Gebbia was able to segment the airBNB market in a few different ways. Gebbia was able to segment the market based on psychographics, as well as geodemographic specifically.

Within the psychographics, it is obvious that users of airBNB are those with an adventurous lifestyle because obviously they are using it to travel. As for geodemographic segmentation, Gebbia could take the zip code of the airBNB and use it to its advantage by pairing it with nearby attractions.

2. One target market for airBNB is college kids. I think that college kids are a good target market for airBNB because of its simplicity, as well as price. Age also has to be a factor, because for some hotels you have to be above 21 to book, whereas Airbnb you can be 18. Another target market for airBNB is spring break travelers. Hotels book up super quick, and some airBNB locations can even be better than hotel locations.
3. In my opinion, I think that airBNB is a great company with a great idea behind it. I have used airBNB in the past, therefore, my attitude is optimistic about it because I have had nothing but great experiences. On the other hand, I know there are some individuals who are sketched out about using Airbnb.

They are able to use persuasion by social proof, liking, and authority specifically to challenge skeptics. By social proof, I’m sure we all know someone who has used Airbnb. Take lead from them and their experiences. Liking, you see how nice some of these places are especially following a nicer price, it persuades you to at least give it a try. Lastly, authority, I know some famous celebrities have spoken about Airbnb and their experiences behind it.

References

https://one.npr.org/?sharedMediaId=497820565:497945288

RUBRIC
Excellent Quality 95-100%	Introduction 45-41 points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.		Literature Support 91-84  points The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.			Methodology 58-53 points Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score 50-85%	40-38 points More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.		83-76  points Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.			52-49  points Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality 0-45%	37-1 points The background and/or significance are missing. No search history information is provided.		75-1 points Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.			48-1 points There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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