COMMERCE 2MA3 Chapter Notes - Chapter 6,8-10: Zipper, Your Independent Grocer, Reverse Engineering

• School: McMaster University
• Department: Commerce
• Course: COMMERCE 2MA3
• Professor: Bharat L Sud

Document Summary

Marketing chapter 6 segmentation, targeting, and positioning. Arti(cid:272)ulate the (cid:373)issio(cid:374) a(cid:374)d the o(cid:271)je(cid:272)ti(cid:448)es of the (cid:272)o(cid:373)pa(cid:374)(cid:455)"s (cid:373)arketi(cid:374)g strateg(cid:455) (cid:272)learl(cid:455) The seg(cid:373)e(cid:374)tatio(cid:374) strateg(cid:455) (cid:373)ust the(cid:374) (cid:271)e (cid:272)o(cid:374)siste(cid:374)t (cid:449)ith a(cid:374)d deri(cid:448)ed fro(cid:373) the fir(cid:373)"s (cid:373)issio(cid:374) and objectives, as well as its current situation its strengths, weaknesses, opportunities, and threats (swot) This step develops descriptions of the different segments, and their needs, wants, and characteristics, which helps firms better understand the profile of the customers in each segment. Geographic segmentation: the grouping of consumers on the basis of where they live (thus a market could be groups by country (canada, germany, china), by region (atlantic canada, In the produce section, piles of shiny green pasilla chiles sit beside paddle-shaped cactus leaves and bumpy brown yucca roots. At the meat counter, a customer greets a clerk in punjabi and asks him to marinate some meat. ) Kellogg"s uses age to defi(cid:374)e seg(cid:373)e(cid:374)ts for its li(cid:374)e of (cid:271)reakfast cereals.