MKT 2210 Lecture Notes - Lecture 15: Psychographic, Market Segmentation, Swot Analysis

• School: University of Manitoba
• Department: Marketing
• Course: MKT 2210
• Professor: Malcolm C.Smith

Document Summary

Market segment means a piece of the market two main market segments: consumer market. Consumer market: consists of products, ideas and services that a person can purchase or support for personal use: business market. Business market: products that are purchased either to run a business or to be used as a component in another product or service: classiied depending on usage, must look at it from the customer stand point. Many products are tailored speciically for one market or the other, not or both. Market segmentaion: the aggregaion of prospecive buyers into groups that have common needs and respond similarly to markeing programs. Groups are homogeneous and consist of people similar in their consumpion behaviour, aitudes, and target market proiles. Product difereniaion: involves posiioning a product apart from the compeiion in the eyes of consumers. Mass markeing: the markeing of a product to the enire market with no difereniaion at all.