MKT 100 Lecture Notes - Lecture 14: Unique Selling Proposition, Marketing Mix

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Yanina Chevtchouk

Document Summary

Meaningful segments: identify segments that already exists, do not create. Features of market segment that make it an effective segment: Identifiable and measurable - homogenious within and heterogenuous between: similar enough as a group that it"s easy to see they"re different from another group, be able to measure how large the segment is. Accessible or reachable - don"t target 20-30 year olds on sat night through t. v ads bc. Substantial or sizeable - size should be substantial enough to make a profitable group to. Actionable or meaningful - if some groups have unusual needs, it"s not practicle to. Benefits, needs or attributes in a particular product category then cluster benefits to broader categoeries that fit together. Shampoo (no dandruff, shiny, hair loss etc etc. ) -> beauty, health and value --> geographic, demographic, pschographic, user and behavioural. Features of consumers to most likely want the products, become target market.