MKT 300 Study Guide - Swot Analysis, Psychographic, Oligopoly

• School: Ryerson University
• Department: Marketing
• Course: MKT 300
• Professor: Martin Pyle

Document Summary

Competitive rivalry: how many competitors, how is market divided, are customers loyal, how strong are comps. brands, how diverse are products, what are the exit barriers, substitutes. Extra 3 p"s (relating to services: people: human that influences service experience, process: all steps involved with delivering service, physical evidence: any tangible component related to the delivery of the service (e. g. soaps at hotel room) gives insight to customers about the service. Stp: segmentation: identify and profile distinct groups of buyers who differ in needs and preferences (subgroup of buyers, identify, assess profitability, targeting: select one or more market segments to enter, positioning: establish and communicate benefits of product to customer/ create an image in their mind. Segmentation factors: goodpub: geographic, demographic, age, sex, marital status, income, education, occupation, psychographic, activities, interests, opinions, lifestyles, self values, usage, rate, awareness status, brand loyalty, situation, location, benefits sought.