Bus 320 Chapter Notes - Chapter 6: Pearson Education, Prentice Hall, Market Segmentation

• School: Buffalo State College
• Department: Business Administration
• Course: Bus 320
• Professor: lai

Document Summary

Then, the chapters that follow explore the tactical marketing tools the four ps by which marketers bring these strategies to life. Dunkin" donuts is rapidly expanding into a national coffee powerhouse on par with starbucks. Dunkin" donuts has a very clear vision of which customers it wants to serve and how. It targets the dunkin" tribe everyday joes who just don"t get what starbucks is all about. For five years running, dunkin" donuts has ranked number one in the coffee category in a leading customer loyalty survey. Donuts was the top brand for consistently meeting or exceeding customer expectations with respect to taste, quality, and customer service. Figure 6. 1 shows the four major steps in designing a customer-driven marketing strategy. Market segmentation involves dividing a market into smaller groups of buyers with distinct needs, characteristics, or behaviors that might require separate marketing strategies or mixes.