MKT 100 Lecture 7: Chapter 7 Segmentation, Targeting, and Positioning

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Khalil Rohani

Document Summary

Coke zero: real man didn"t want diet drinks, segment of men who wanted a lower calorie beverage, very successful new product launch. Step 1 establish overall strategy or objective: consistent with mission statement, derived from mission & current state. Demographic segmentation: divide market into groups, gender (use different tv advertising time, age (kellgo"s frout loops, rice krispies for kids, ethic groups, family lifecycles stages, household types, income. Innovators, thinker, believers, achievers, strives, experiences, makers, or survivors: lifestyle, values, personality, self concept. Using multiple segmentation methods: the grouping of consumers on the basis of a combination of geographic, demographic, and lifestyle characteristics. 2015-03-04: geodemgraphic the grouping of consumers on the basis of a combination of geographic, demographic, & lifestyle characteristic, psyte the grouping all neighborhoods in canada into 60 different lifestyle cluster. Responsive: customers must, reach positively to firm"s offering, move towards the firm"s products / services, accept the firm"s value proposition, nike is good at selling sports related goods.