MKT 100 Lecture Notes - Lecture 5: Rice Krispies, Froot Loops, Sobeys

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Laila Rohani

Document Summary

Segmentation targeting and positioning *most important in marketing* (stp) Discuss the criteria for determining the attractiveness of a segment and whether it is worth pursuing (targeting) **exam explain how a firm decides what type of segmentation strategy to use: undifferentiated, differentiated, concentrated or micromarketing (you have to know. Targeting: evaluate segment attractiveness, select target market [primary, usually 1 or 2] Positioning: identify and develop positioning strategy [how to position depending on competitors] Consistent with mission statement, derived from mission and current state. Age, gender, income, education, occupation, ethnic background, religion, family life cycle, etc. Countries *canada, germany, china, regions (atlantic canada, western canada), provinces, cities, neighbourhoods, climate (warm, cold), etc. Develop appropriate marketing program i. e. sobeys or loblaw"s stores carry different products. Not always useful i. e. jogging suits and athletic shoes. Nike assumed that active wear would be purchased exclusively by young and active people. Fitness and health trend and comfortable out fit appeal to all ages.