HADM 2410 Chapter Notes - Chapter 8: Perceptual Mapping, Micromarketing, Target Market
18 Sep 2017
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Dunkin" donuts paid customers to go to starbucks instead and for starbucks employees to drink dunkin" donuts. Afterwards, the two groups were so polarized - they hated what those who were loyal loved. Trying to be unique and cater to their own customer market - simple fair, reasonable price, working-class customers. Did add new items and spruce up a bit. Market segmentation: dividing a market into direct groups of buyers who might require separate products or marketing mixes. Market targeting: evaluating each market segment"s attractiveness and selecting one or more segments to enter. Market positioning: formulating competitive positioning for a product and a detailed marketing mix. Develop marketing mix for each target segment. Cannot appeal to all customers for the same reasons, or even all of them. Need to identify who you can serve best and most profitably. Buyers differ in wants, resources, locations, attitudes, practices, wants and needs.
