MKT 100 Study Guide - Final Guide: Laundry Detergent, Geographical Pricing, Observability

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Fathima Saleem

Document Summary

Describe the bases marketers use to segment a market o o o o. The role of the marketer is not to create the segment, but to idenify the market segments and determine which to target. Begin with understanding common need and layer in geographic, demographic, psychographic and behavioural characterisics. Mass or undifereniated, difereniated, concentrated, micromarkeing one to one. Idenify the criteria for determining the atraciveness of a segment and whether it is worth pursuing o o o o. Deine posiioning and describe how irms to do it o o. Is the act of designing the company"s ofering and image to occupy a disincive place in the mind of the target market . While it starts with a product to service, it is not what you do to a product, but what you do to the mind of the prospect. You posiion the product in the mind of the prospect. Determine consumer"s percepion and evaluaions in relaions to compeitors.