MKT 100 Chapter 6: Segmentation, Targeting , and Positioning

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: All

Document Summary

Demographic: age, gender, income, race, education, marital status, family size etc. Psychographic: self-values - end goal, self-concept - self-image lifestyles - live life to achieve goals, vals innovators, thinkers, achievers, experiencer, believers, strivers, makers, survivors. Behavioural: occasion - eg) single pack chip for snack vs. big bag for parties, benefit - eg) hollywood movies loyalty - loyalty cards, usage rate - heavy, regular, light, occasional. Using multiple segmentation methods: geodemographic, psyte clusters = the grouping of all neighborhoods in canada in 60 different lifestyle clusters. Identifiable - who is within market, distinct: eg) the gap, gapkids, babygap, old navy, banana republic. Reachable - communications, product distribution: eg) la senza stores + internet. Responsive - customers react similarly and positively: eg) la senza should not sell formal dresses b/c market with not be responsive. Substantial & profitable too small and buying power insignificant = bad: market growth, market competitiveness, market access.