BUAD301 Lecture Notes - Lecture 8: Marketing Mix

• School: University of Delaware
• Department: Business Administration
• Course: BUAD301
• Professor: Ji Park

Document Summary

Consumers are heterogeneous (i. e. , di erent) in their needs/preferences and responses to marketing mix o erings (4p"s). It"s getting more and more di cult for a rm to satisfy all customers. Dividing a market into distinct groups with distinct needs, characteristics, or behaviors who might require separate products for marketing mixes. The process of the evaluating each market segment"s attractiveness and selecting one or more segments to enter. Arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers. To (target segment and need) our product/brand is (concept) that (point-of- To young, active soft-drink consumers who have little time for sleep, mountain dew is the soft drink that gives you more energy than any other brand because it has the highest level of ca eine. With mountain dew, you can stay alert and keep going even when you haven"t been able to get a good night"s sleep.