Management and Organizational Studies 2320A/B Study Guide - Quiz Guide: Value Proposition, Direct Marketing, Marketing Strategy

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Angela White

Document Summary

Who segments this way: city size hart department store, density urban suburban rual, climate northern, southern, walmart/homedept. Demographic segmentation: divides the market into groups based on variables such as age, gender, family size, generation, nationality, ex. Forming segments of consumer who have similar behavior even though they are located in different countries. Target market: a set of buyers sharing common needs or characteristics that the company decides to serve. Undifferentiated marketing (mass marketing): marketing strategy where firms decide to ignore market segments and go after the whole market with one offer. Differentiated marketing: a market-coverage strategy in which a firm decides to target several market segments and designs separate offers for each. Concentrated marketing (niche marketing): firm goes after a large share of one or few segments or niches, company with limited resources, knowledge of the market, more effective and efficient.