Consumer Bill of Rights
From Wikipedia, the free encyclopedia

Before the mid-twentieth century, consumers were without rights with regard to their interaction with products and commercial producers. Consumers had little ground on which to defend themselves against faulty or defective products, or against misleading or deceptive advertising methods.


By the 1950's, a movement called consumerism began to gather a following, pushing for increased rights and legal protection against malicious business practices. By the end of the decade, legal product liability had been established in which an aggrieved party need only prove injury by use of a product, rather than bearing the burden of proof of corporate negligence.

In 1962, President John F. Kennedy presented a speech to the United States Congress in which he extolled four basic consumer rights, later called The Consumer Bill of Rights.Contents [hide]
1 The Six Basic Rights
1.1 The Right to Be Safe
1.2 The Right to Choose Freely
1.3 The Right to Be Heard
1.4 The Right to Be Informed
1.5 The Right to Education

1.6 The Right to Service

 It's a tool for marketing. Geodemographic segmentation is a multivariate statistical classification technique for discovering whether the individuals of a population fall into different groups by making quantitative comparisons of multiple characteristics with the assumption that the differences within any group should be less than the differences between groups.
  

push strategy
メーカーが卸売業者に対し財政面の援助、製品説明、販売方法指導、販売意欲喚起を促し、それを受けた卸売業者が小売業者に、小売業者が顧客に働きかけ、購買行動へと促すプロモーション活動。
例えば、松下電器は伝統的に、全国２万5000店に及ぶ系列ナショナル店のチャネル・パワーを活かしたプッシュ戦略を重視してきた。また、製薬メーカーの場合、医師が使う処方薬に関しては、彼らへの人的販売やサンプルの提供が大きな役割を担う。

  

pull strategy
顧客に対して広告やパブリシティなどを利用して購買意欲を喚起し、顧客が商品を指名して購入するプロモーション活動。
例えば、製薬メーカーの場合、一般消費者が使う大衆薬には、プル戦略に重点をおいて大量の広告費を投じる。