The Marketing Characteristics Of Starbucks

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Register to read the introduction… The marketing concept focuses to meet the needs of the customer. There are some key characteristics of the marketing concept. Firstly, putting the customer first and finding out what the customers’ needs and wants are which are very important. They include basic physical needs for coffee, tea, sandwich, comfortable degree, social needs for belonging and affection; and individual needs for understand the culture of coffee and self-expression and take a leisurely life. These needs were not created by marketers; they are a basic part of the human needs. At the same time, wants become demands. Given customers wants and resources, people demand products with benefits that add up to the most value and satisfaction. Outstanding marketing companies learn about and understand their customer need. Secondly, to make the right target market is another key characteristic of the marketing concept. Starbucks targets customers in the market is young groups, white-collar, people who has a higher income, pursues a warm romantic atmosphere of life and have already established social position. Lastly, researching and developing new products in order to satisfy the customers, the company must be offer the right marketing mix of product, place, price …show more content…
Because Starbucks enter into the Chinese market, the price of every product is not low, so it requires the customers has higher income. And Starbucks represents western culture differs from the Chinese culture, so the consumers for Starbucks should be accept fresh culture and enjoy the fashion. However, with the Starbucks expansion in China, more and more people have known this brand, expect those majority consumers, there are some kids and elders willing to consume in Starbucks. So these people are targeted by our company as …show more content…
It means that market segmentation is an essential part when a company wants to enter in market. There are different ways to segment a market, such as geographic segmentation, demographic segmentation. Just like this, Starbucks segment different markets by geography such as inland megacity and coastal medium-sized cities. An appropriate and clear market segmentation process could help company to identify the best way to transfer their products to consumer, and help company to establish strategic market plan as

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