Mktg338 002-ch3-presentation
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This document discusses market segmentation and targeting strategies used by various companies. It describes how Apple segments the market and targets consumers seeking new technology and mobile communication/entertainment. It also outlines how McDonald's uses its annual Monopoly promotion game to engage customers, provide an interactive experience with its products, and offer chances to win prizes. Finally, the document mentions how marketers can divide audiences according to perceived benefits of products and services.
Mktg338 002-ch3-presentation
- 1. Social Consumers Christopher Burke Sarah Goldsmith Kelsey King
- 2. Psychographics Breaks down the market based on: Personality Motives Lifestyles Attitudes Opinions Demographics
- 3. 4G in Automobiles http://www.cnet.com/videos/4g-in-cars-explained/ Businessmen, families and anyone who travels Could give valid information to the state Car savvy and non car savvy people Upper middle to upper class
- 4. Benefit Segmentation • Marketers to divide the market based on the perceived benefit of the product or service. • This type of segmentation may be used in clothing, appliance, consumer, cosmetic, and several other industries. • It groups individuals in the marketing universe according to the benefits they seek from the products available in the market.
- 5. Apple • Target Market: all kind of people who want new technology. They research people’s needs and wants. • The iPhone targets consumers who need to store information and communicate or people who want entertainment on the go. • Apples target segments consist of professionals, students, corporate users, entrepreneurs, and health care workers. http://thegrio.com/2014/09/22/iphone-6-cheaters/ ^ Interesting new iPhone features that might indicate a more specific target market for Apple
- 6. Sales Promotions Benefit Segmentation Benefits people gain from the product Coupons Sweepstakes Contests Can be a reoccurring event Does have to have a start and end date
- 7. McDonalds Monopoly http://www.ispot.tv/ad/7NrI/mcdonalds-monopoly-playing-for-greatness- featuring-lebron-james Feature done every year Since 1987 Gives the consumer a chance to interact with the product And a chance to win something http://www.playatmcd.com/
- 8. Sources McDonald's Monopoly." Wikipedia. Wikimedia Foundation, 13 Oct. 2014. Web. 14 Oct. 2014. <http://en.wikipedia.org/wiki/McDonald%27s_Monopoly>. Musa, Sajjad. "These Five Features Make the IPhone 6 Very Bad News for Cheaters." The Grio. 22 Sept. 2014. Web. 1 Oct. 2014. "Car Tech 101: 4G in Cars Explained - CNET." CNET. N.p., n.d. Web. 14 Oct. 2014. <http://www.cnet.com/videos/4g-in-cars-explained/>. "McDonald's Monopoly TV Commercial, 'Playing for Greatness' Featuring LeBron James." ISpot.tv. N.p., n.d. Web. 14 Oct. 2014. <http://www.ispot.tv/ad/7NrI/mcdonalds-monopoly-playing-for-greatness- featuring-lebron-james>. "The MONOPOLY® Game Is Back at McDonald's®!" 2014 MONOPOLY® Game at McDonald's®. N.p., n.d. Web. 14 Oct. 2014. <http://www.playatmcd.com/>.