MKT 100 Chapter Notes - Chapter 6: Swot Analysis, Marketing Mix, Sobeys
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MKT 100 Full Course Notes
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Based on the current assessments from swot analysis. The grouping of consumers on the basis of where they live or their geography. Geographic information software (gis) aids in such segmentation many firms use regional brands of popular products. Understanding regional preferences can define a company"s success or failure. Example: national grocery stores such as sobeys & loblaw"s will sell specific food products that cater to the demographic/culture of the people that frequent the neighbourhood store. The grouping of consumers according to easily measured, objective characteristics such as age, gender, income and education. Divide market into groups based on: gender, age, ethnic group, family lifecycle stage, household type, income, other ex. Census is an excellent source of segmentation data statistics canada, offers rich, free source of information about various consumers that suggests segmentation possibilities. How consumers describe themselves: self-values, self-concept, lifestyles. Not just businesses segment their customers, also helps organizations that counsel drug addicts or other at risk-groups.
