MGT 103 Lecture Notes - Lecture 7: Pampers, Market Segmentation, Psychographic

• School: UCSD
• Department: Rady School of Management
• Course: MGT 103
• Professor: Kristine Ehrich

Document Summary

Mgt103: product marketing & management | fall 2017 professor ehrich | soon-won han. Market segmentation links market needs to an organization"s marketing program through marketing mix actions: the five key steps in segmenting & targeting markets that link market needs to a firm"s marketing program. Mgt103: product marketing & management | fall 2017 professor ehrich | soon-won han: common: usage pattern, benefits sought, decision making process, demographic segmentation, age, gender, family life cycle. Segmentation: pampers vs. luvs: pampers targets 1st time parents, premium diaper, outstanding softness, rash-care. Luvs targets parents with multiple children, especially multiple young children, where more than 1 might be in diapers- a more economical product that does the job for less. Evaluating market segments: market potential: the total amount of product customers will purchase in a specified period. Segment size & growth: analyze current sales, growth rates, & expected profitability for various segments.