ADMS 2200 Lecture Notes - Mass Customization, Rosser Reeves, Longrun

• School: York University
• Department: Administrative Studies
• Course: ADMS 2200
• Professor: Li Lee

Document Summary

Previewing the concepts chapter objectives: define the four major steps in designing a customer-driven marketing strategy: market segmentation, market targeting, differentiation, and positioning list and discuss the major bases for segmenting consumer and business markets. 2: explain how companies identify attractive market segments and choose a market targeting strategy, discuss how companies differentiate and position their products for maximum competitive advantage. Then, the chapters that follow explore the tactical marketing tools the four ps by which marketers bring these strategies to life. The category has seen 25 to 30 percent growth per year, reaching . 7 billion in canada in 2009. The biotherm homme brand strives to develop close relationships with men by communicating an in-depth understanding of their skin, and challenging men in a friendly manner to change their habits without challenging who they are. Today, biotherm homme products are available in over 70 countries, and include full lines of: cleansers, moisturizers, anti-aging creams, eye creams.