COMM 296 Chapter Notes -Profit Margin, Snapple
Document Summary
Chapter 8: segmentation, targeting and positioning (stp analysis: careful, when you market, don"t mix signals/segments. Strategy or objectives: articulate the vision/objective + find a strategy to fit that vision, ex. Coke wants to increase sales in mature industry. Step 2: each segmentation base has many segmentation variables*, helps understand profile of customer in each segment, ex. Pop marketers break segments into: caffeinated or decaffeinated, regular or diet, cola vs. other, can use multiple segmentation methods at once, ex. Identifying segment in geography, and then seeing lifestyle choices: how to describe market segments bases (4, geographic. Within us: pacific, mountain, central, south, mid-atlantic, define northeast: these are segmentation variables for this. Segmentation base: can create variables by urban vs. rural, topography, countries, etc. Appropriate for products which satisfy needs that vary by region. Better to market needs to smaller geographic groups everywhere. Safeway everywhere, but will differ in product selling depending on where: demographic.
