ADM 2320 Chapter Notes - Chapter 6: Tylenol (Brand), Healthy Choice, Skechers
7 Apr 2016
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Idenifying and evaluaing opportuniies from chapter 3. Targeing: evaluate segment atraciveness, select target market. Segmentation: most widely used segmentaion: geo/demographic, adding psychographic adds and extra layer, making it powerful segmentaion. Geometric: where they live (country - all of mcdonalds, or smaller loblaws) Psychographic: delves into how consumers describe themselves, self-segmentaion. Self-values: goals for life component of psychographics refers to overriding desires that drive how a person lives his or her own life. Occasion: when they purchase, suits for everyday, or for a special day. Gap gap kids, gap baby, gap fit. Reachable: accessible, able to be persuaded la senza to teens. Responsive: segmentaion must react posiively to the ofering la senza provides inimates, but pursuing dresses, not responsive even though it targets the right people. Substanial and proitable: segment must have adequate buying power and size, else it won"t generated the needed. Mass, undifereniated: same perceived beneit for all, one size its all markeing , not used commonly.
