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How To Market In A Downturn

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Executive Summary

No two recessions are alike, so you're in poorly charted waters every time. How should you market in this downturn? Resegment consumers according to their emotional responses to the recession: Slam-on-the-brakes consumers feel hardest hit and reduce all spending. Pained-but-patients economize, but less aggressively. Comfortably well-offs keep buying, but more selectively. Live-for-today's carry on as usual, though delaying major purchases. Also identify how members within each segment categorize purchases: Essentials are necessary for survival, treats are justifiable indulgences, Postponables are desired items that can be bought later and expendables are unjustifiable.

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