MKTG 2P91 Lecture Notes - Lecture 9: Business Intelligence, Marketing Mix, Canadian Tire
Document Summary
Identify the steps in the market segmentation process, and discuss four basic strategies for reaching target markets: summarize the types of positioning strategies, and explain the reasons for positioning. Why stp matters: kotler (1994) noted that when choosing to create customer value the marketer. Just a quick reminder : consumer products products bought by ultimate consumers for personal use, business products goods and services purchased for use either directly or indirectly in the production of other goods and services for resale. Segmenting consumer markets: four common bases for segmenting consumer markets, geographic segmentation, demographic segmentation, psychographic segmentation, product-related segmentation. Geographic segmentation: division of an overall market into homogenous groups based on their locations. It"s one of the oldest forms of market segmentation. It doesn"t ensure that all consumers in a location will make the same buying decisions, but it does help in identifying general patterns.
