MKT 100 Chapter Notes - Chapter 6: Swot Analysis, Psychographic, Caffeine

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Brett Barr

Document Summary

Diet coke for when you want to lose weight, caffeine free for before bed. Coke zero targeted men, diet is a girly word/girly drink. Articulate mission and objectives of company"s marketing strategy clearly. Must be consistent with mission objectives and swot analysis. Develop description of different segments, and their needs, wants, and characteristics. Region in big city could have dominating cultures food, even if it is a canadian grocery chain. Age, gender, income, education, race, occupation, marital status, religion, etc. Gender appeals when choosing which ads to place where (male razors on more action prime time shows) How consumers describe themselves (will the consumer group identify with your product) These help people determine self-images of how they want to be. These fundamental needs pushes a person to seek out certain concepts or brands that stem from his desire to fulfill a self-value or a goal.