MKT 100 Final: Final Exam Notes

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Khalil Rohani

Document Summary

Objectives: describes the stp process, describe the bases marketers use to segment a market, discuss the criteria for determining the attractiveness of a segment & whether it is worth pursing (targeting. Explain how a firm decides what type of segmentation strategy to use: undifferentiated, differentiated, concentrated, or micromarketing. Explain what positiong is & describe how do firms do it. Coke zero: real man didn"t want diet drinks. Segment of men who wanted a lower calorie beverage. Step 1 establish overall strategy or objective: consistent with mission statement, derived from mission & current state. Geographic segmentation: divide market into separate geographic units, develop appropriate marketing programs, countries, regions, providences, cities, neighborhoods, climate. Frito-lay, new flavors of lays potato chips such as wasabi & curry: organizes customers into groups on the basis of where they live, most useful for companies whose products satisfy needs that vary by region, rural, climate.