Most businesses segment the total consumer market into groups that it believes will purchase its product or service. The lead in this weeks chapter talks about dunkin donuts, or as it is now referred to just Dunkin. Dunkin and its alter ego, Starbucks are usually put into the same discussion as the two giants of coffee shops. The chapter talks about Dunkins target as working class people and Starbucks as more professional with higher incomes. There are however other major differentiations in the markets of the two. Provide some evidence of that differentiation.
Most businesses segment the total consumer market into groups that it believes will purchase its product or service. The lead in this weeks chapter talks about dunkin donuts, or as it is now referred to just Dunkin. Dunkin and its alter ego, Starbucks are usually put into the same discussion as the two giants of coffee shops. The chapter talks about Dunkins target as working class people and Starbucks as more professional with higher incomes. There are however other major differentiations in the markets of the two. Provide some evidence of that differentiation.
Principles Of Marketing
17th Edition
ISBN:9780134492513
Author:Kotler, Philip, Armstrong, Gary (gary M.)
Publisher:Kotler, Philip, Armstrong, Gary (gary M.)
Chapter1: Marketing: Creating Customer Value And Engagement
Section: Chapter Questions
Problem 1.1DQ
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Most businesses segment the total consumer market into groups that it believes will purchase its product or service. The lead in this weeks chapter talks about dunkin donuts, or as it is now referred to just Dunkin. Dunkin and its alter ego, Starbucks are usually put into the same discussion as the two giants of coffee shops. The chapter talks about Dunkins target as working class people and Starbucks as more professional with higher incomes. There are however other major differentiations in the markets of the two. Provide some evidence of that differentiation.
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