Marketing

Targeting
  * Q 1: C. -always use multiple segmentation bases to leverage the capacities of each.

  * -segment attractiveness : cost VS benefit
  * Take time and money to research, cost benefit tradeoff,
  * Use variables …
  * Why this segment is attractive ?  
identifiable? Reachable?
Substantial?   Enough/ growth in numbers for your business
Responsive?   Will this segment pay attention to our brand?
Profitable?   How often to buy/ life time value of consumers/
Purchasing power
competition segment
easily reachable
substitutes
passed experienced
profitability

parctise: pick one and back up   :

question 2 : C, differentiated
\8.2: segmentation strategies-> (for her, means)targeting strategies   important!!
  1. Undifferentiated(mass)
Eg. Cigarette, walmart, bc hydro, comdidity,

  2. diferentiated: multi-segment
eg: coke cola(diet, coffin free)   different groups of costumers is kinda separate/ understand each one group and have each strategy

  3. concentrated:   their goal is to expand their market

  4. micromarketing (1 to 1)

consultants customizing for each costumer
time-consuming, bc for individual costumer

which strategy to choose depends on your ability to serve(resources and time)

Positioning
  * = target market + differentiation
  * Wut the costumers think about your company relative to the other competitors?

Differentiation:
  * Coke zero is targeting man who worry about calories
Very clear about…

Ubc/ sfu/ bcit/
Ubc: beach, reputation, expensive,

Put into words : how you target market and differentiate?
Positioning statement formula:
        i. For your audience
        ii. Your probuct name is a category name
        iii. Which provides main benefit
        iv. Unlike primary competitor
        v. Which provides competitor’s main benefit

*Analyze Where you strong and weak.
Example: Listerine & scope
  * Listerine, the mouthwash category founder:... [continues]

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