MKT 3013 Chapter Notes - Chapter 9: Chobani, Mass Customization, Mass Marketing
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What are the different needs/benefits consumers are trying to get out of your products: product. Differentiation: cannibalization: sales of one product eat at the sales of. Airlines doing frequent flyer miles: head-to-head positioning involves competing directly with competitors on similar product attributes in the same target market, marketing. Changing what consumers think of an established brand/product: product what does it cost to make the product. Divide consumers up by personality/motivation/lifestyle and try to appeal to those different segments. Dividing the market into subsets of consumers such that each subset has consumers who are similar to one another and different from consumers in other subsets. The different types of information you can use to divide your customer bases into different segments. Market segmentation links market needs to an organization"s marketing program its specific marketing mix actions designed to satisfy those needs: segmentation. 1. one product- multiple segments: multiple products- multiple segments. Pursue large shares of only one or a few segments.
