MKTG 317 Lecture Notes - Lecture 2: Disposable And Discretionary Income, Canadian Tire, Age 13

• School: University of Calgary
• Department: Marketing
• Course: MKTG 317
• Professor: Edmund Gee

Document Summary

09/16/2015 (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) (cid:1) The process of dividing a market into meaningful relatively similar, identifiable segments or groups. A subgroup of people or businesses sharing one or more characteristics that cause them to have similar needs. A market segment to which an organization directs its current marking program. Middle class people: 25-35 (be specific, and use age ranges of 10 or less, male or female. Tight on money, med to high discretionary/disposable income. Not a lot of time (mom is a nurse) Flc young married with young children (toddlers 2-5: dual income families, multi-child families. Assumption that young people enjoy listening to rap, so younger couples with children would enjoy the ad: maybe young people would find the bad rap funny. Stay-at-home-mom/soccer mom: need spacious car to help transport kids, practical vehicle. Parents want to be cool ad aims to make the van look cool: they are outgoing.