MKT 100 Lecture Notes - Lecture 5: Unique Selling Proposition, Psychographic, Marketing Mix

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Gennadi Gevorgyan

Document Summary

We identify segments that already exist, we do not create them. Members of the segment must be identifiable and measurable (homogenous within, Ex: we identify those who have hazel eyes heterogeneous between) They must be accessible or reachable: ex: we cannot try to market to 30-year-olds o(cid:374) a friday (cid:374)ight si(cid:374)(cid:272)e they wo(cid:374)"t (cid:271)e ho(cid:373)e to watch the program. Segment must be substantial enough to be profitable: ex: the number of those needing white out will be small. Segment must be meaningful and actionable: ex: some groups have specific needs, but it is not profitable enough. Segment that is not profitable is not a viable segment. Process begins with the little benefits, then cluster them: ex: respondents might want less frizz and more volume in their shampoo. These benefits can be clustered into 3 categories beauty, health, and value. Positioning: starts with the product/service, and its image in the mind of the prospect.