A) Segmentation means that the market is divided into parts, which are identified, accessible, viable and profitable and has a growth potential. In other words, the company believes it is impossible to target the entire market due to lack of time, cost and effort. It needs a targeted segment- a mass of people who can be identified and targeted with reasonable effort, cost and time. Segmenting the market place correctly can make the difference between successes and shut down for a company. M&S also bases its market segmentation through value, many products in M&S's clothing range have a premium-priced, high quality segment (M&S, Clarks, faith) a mid-priced segment (top shop, River Island) and a lower price segment e.g. shoes.
Segmentation provides …show more content…
This means assigning human personality traits / characteristics to a brand in order to achieve differentiation. These characteristics indicate the behavior of the brand through all the people who represent the brand (ie, employees) as well as through advertising, packaging, etc. when it is the expression of the brand image or brand identity in terms of human qualities, it is called brand personality.
C) Culture is defined as the total knowledge of the beliefs, values; habits that help regulate consumer behavior of members of a particular community.
Cultural factors have a significant impact on customer behavior because it is considered as the most basic cause of a person's wants and behavior. M&S provides different kinds of food items like Halal food for Muslim population, kosher food items for Jewish and vegetarian items. For example - in India, people still follow the traditional common ties of family and family system. Children in India stay with their parents until they get married compared with foreign countries, where children are more independent and leave their parents once they start earning a living for themselves. Each individual has different sets of habits, beliefs and principles which he / she develops from the family and placed in the background. What they see from their childhood becomes their …show more content…
The sender has a large arsenal from which to draw their message encoding may use words, pictures, symbols etc.
The sender as the initiator of communication can be formal or informal source. It is likely to represent either for profit or non-profit organization. An informal source may be a parent or friend who gives information about the product or advice. It is also known as word of mouth to mouth contact, they tend to be very persuasive, contrary to official sources; the sender apparently has nothing to gain from the recipient "s subsequent actions.
The receiver of formal communication is likely to be targeted prospect or a customer. In this process there are two audiences that involve intermediary audience and unintended audience. Intermediary audience is consisting of wholesaler, distributors.
Unintended audiences include everyone who exposed to the message, whether or not they are specifically targeted by the
Segmentation provides …show more content…
This means assigning human personality traits / characteristics to a brand in order to achieve differentiation. These characteristics indicate the behavior of the brand through all the people who represent the brand (ie, employees) as well as through advertising, packaging, etc. when it is the expression of the brand image or brand identity in terms of human qualities, it is called brand personality.
C) Culture is defined as the total knowledge of the beliefs, values; habits that help regulate consumer behavior of members of a particular community.
Cultural factors have a significant impact on customer behavior because it is considered as the most basic cause of a person's wants and behavior. M&S provides different kinds of food items like Halal food for Muslim population, kosher food items for Jewish and vegetarian items. For example - in India, people still follow the traditional common ties of family and family system. Children in India stay with their parents until they get married compared with foreign countries, where children are more independent and leave their parents once they start earning a living for themselves. Each individual has different sets of habits, beliefs and principles which he / she develops from the family and placed in the background. What they see from their childhood becomes their …show more content…
The sender has a large arsenal from which to draw their message encoding may use words, pictures, symbols etc.
The sender as the initiator of communication can be formal or informal source. It is likely to represent either for profit or non-profit organization. An informal source may be a parent or friend who gives information about the product or advice. It is also known as word of mouth to mouth contact, they tend to be very persuasive, contrary to official sources; the sender apparently has nothing to gain from the recipient "s subsequent actions.
The receiver of formal communication is likely to be targeted prospect or a customer. In this process there are two audiences that involve intermediary audience and unintended audience. Intermediary audience is consisting of wholesaler, distributors.
Unintended audiences include everyone who exposed to the message, whether or not they are specifically targeted by the