MKT 300 : Textbook and Lecture Notes.docx

• School: Ryerson University
• Department: Marketing
• Course: MKT 300
• Professor: Frank Miller

Document Summary

Political: employment law environmental regulations tax policy trading agreements gov"t stability lobby and pressure groups health and safety regulations gov"t funds available (grants0. Technological tech legislation internet availability computer usage and availability quality and standards infrastructure change outsourcing opportunities in proposed market. Step 3: identify opportunities (implementation) segmentation: process of dividing mkt into distinct groups of customers with each group having similar needs, wants, and characteristics mkt segment consisting of consumers who respond similarly to a firm"s mkt ing efforts targeting: process of evaluating the attractiveness of various segments and then deciding which to pursue as a mkt; then directing the bulk of the mkt ing toward that group positioning: what consumers think and feel about a brand/product market positioning = process of defining the mkt ing mix variables so that target customers have a clear, distinct, desirable understanding of what the product does or represents in comparison with competing products.