MARK 300 Chapter 6: Mark 300 Ch 6 Notes
Document Summary
Saturday, february 23, 2019: political and legal, cultural. Intermarket/cross market segmentation- forming segments of consumers who have similars needs and buying behaviors even through they are located in different countries. Requirements for effective segmentation: measurable, accessible, substantial, differentiable, actionable. Factors for evaluating market segments: segment size and growth, segment structural attractiveness, company objectives and resources. Aka segmented marketing: concentrated marketing- rm goes after large share of one or a few segments or niches. Aka niche marketing: micromarketing- tailoring products and marketing programs to the needs and wants of speci c individuals and local customer segments. Local marketing- tailoring brands and marketing to needs and wants of local customer segments wants of cities, neighborhoods and speci c stores. Saturday, february 23, 2019: solomo marketing- social, local, mobile. Value proposition- how it will create differentiated value for targeted segments and what positions it wants to occupy in those segments. Product position- how a product is de ned by consumers on important attributes.
