MKT 300 Chapter Notes - Chapter 5: Accenture, Marketing Mix, Starbucks

• School: Ryerson University
• Department: Marketing
• Course: MKT 300
• Professor: Hamed Mehrabi

Document Summary

Cost= selling price (selling price x margin %) Gross profit = total expense + net income. Net earnings x % of corporate earnings x brand multiple x % Estimated brand contribution x % of segment (region or market maturity) Attractiveness ->select target market -> identify and develop. Reachable know the product exist, understand what it can do, recognize how to buy. Concentrated (niche)- firm goes after a large share of one or a few segments or niches. / using a niche strategy will be easily distinguished from other products, and it will also be produced and sold for specialized uses. (ex. Micro-marketing (one to one) aka mass customization - advertising efforts are focused on a small group of highly-targeted consumers. Positioning strategy (product attributes, benefits symbolism, value, competition, market leadership) Repositioning new design, message, image, packaging, etc as long as it meets changing needs.