MKT 100 Lecture Notes - Lecture 6: Alienware, Geodemographic Segmentation, Postmedia Network

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Hamed Mehrabi

Document Summary

Every consumer has different needs and wants mass marketing does not work in today"s business world. Developing different marketing programs for each individual customer is extremely expensive. Segmentation allows a marketer to target consumers that behave similarly. Marketers can then position their products to fit their target market segment. Segmentation: dividing market into distinct groups with distinct needs, characteristics, or behaviours, who might require separate products or marketing mixes. Targeting: choosing which group(s) to appeal to. Positioning: creating a clear, distinctive, and desirable position in the target consumer"s mind, relative to competition, creating a mental image of the product in the mind of consumers. Each segment should meet a different marketing mix function. Creating a mental image of the product in the mind of consumers positioning. Should be consistent and defined at the higher level part of the company. Nivea stands for security closeness, trust, and reliable care for all skin types.