Management and Organizational Studies 2320A/B Chapter Notes - Chapter 8: Competitive Advantage, Value Proposition, Target Market

• School: Western University
• Department: Management and Organizational Studies
• Course: Management and Organizational Studies 2320A/B
• Professor: Kevin Thompson

Document Summary

Create value for targeted customers: select customers to serve, segmentation, targeting, decide on a value proposition, differentiation, positioning. Age and life cycle segmentation: dividing a market into different age and cycle groups. Gender segmentation long used in clothing cosmetics, toiletries, and magazines. Income segmentation: psychographic segmentation: divides buyers into different groups based on social class, lifestyle, or personality characteristics, behavioural segmentation: dividing a market into groups based on consumer knowledge, attitudes, uses, or responses to a product. Occasion segmentation: dividing the market into groups according to occasions when buyers get the idea to buy, actually make their purchase, or use the purchased item. Benefit segmentation: dividing the market into groups according to the different benefits that consumers seek from the product. User status markets can be segmented into nonusers, ex- users, potential users, first-time users, and regular users of a product. Usage rate light, medium, and heavy product users.