MKT 100 Lecture 2: Grewal3ce_IM_Ch06

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Katie Lebel

Document Summary

Tools for instructors: learning objectives, annotated chapter outline with instructor"s notes/teaching tips, answers to end of chapter learning aids. Chapter 6 will focus on segmentation, targeting, and positioning. These questions are the learning objectives guiding the chapter & will be explored in more detail in the following slides. The soft drink category is competitive market with numerous brands. Coca-cola successfully launched a new product targeted at a group of consumers whose needs had not been met in the past, men who wanted lower calorie drinks but not diet . The strategy must be consistent with and derived from the firm"s mission and objectives, as well as its current situation (swot). Firms constantly look to increase the markets for their products by getting current consumers to consume more, obtaining new consumers for current products, offering new products to current consumers, or entering an entirely new market. To use these strategies, firms must understand customers in the various markets;