MKT 100 Lecture Notes - Lecture 7: Chanel

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Paul Gillespie

Document Summary

But segment of men who wanted a lower calorie beverage. Very successful new product launch = coke zero. Market segment vs market segmentation vs target market. Is a group of customers who share a similar set of needs and wants within an overall market. Is the process of identifying and categorizing the overall market into groups of customers with similar needs and wants (market segments) Is the qualified available market segment, which the company decides to pursue. Geographic continent, country, region (west coast, prairies, central maritimes), city, Divide market into separate geographic units i. e. countries, cities etc. Demographic age, gender, income, education, occupation, race, marital status, family. Size, family life cycle, religion, ethnic background, generational cohort (baby boomer, gen-y). Divide market into groups census excellent source of segmentation data (stats canada) Occasions based on when needs are developed. User status nonusers, ex-users, potential users. Buyer readiness different stages of readiness. Attitude enthusiastic, positive, indifferent, negative, hostile.