MKT 100 Lecture Notes - Psychographic, Brand Loyalty, Social Class
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MKT 100 Full Course Notes
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Marketing week 9 segmenting, targeting and postitioning (part 2) [per unit revenue (sp) per unit variable costs (vc)]* Breakeven in units x per unit revenue (sp) Occasions: based on occasions when need is developed. User status: non users, ex users, and/or potential users. Family life cycle, culture, religion, race, social class. The break-even point for any business activity is defined as the level of sales at which neither a profit nor a loss is made on that activity. That is where total revenues = total costs. Breakeven volume = fixed cost ($) / cont margin per unit ($) Breakeven revenue = fixe cost ($) / cont margin per unit ($) * (selling price/unit) Segmentation - identify and profile distinct groups of buyers who differ in their needs and preferences. Targeting - select one or more market segments to enter: positioning - establish and communicate the distinctive benefits of the market offering. Point of differentiation or unique selling proposition (usp)