Describe a primary decision maker in Uber's target segment. Who they are, what they like, what problem Uber solves

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
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Uber ride-sharing-

Describe a primary decision maker in Uber's target segment. Who they are, what they like, what problem Uber solves.

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Step 1

Targeting:

Targeting is the second component of the STP model. This refers to deciding which market should be targeted and made the subject of a systematic marketing campaign of the segments uncovered.

According to the popular "DAMN" method of targeting the market the way defined by Philip Kotler (1984), for market segmentation to be effective and efficient the segments should include:

  • Distinct:

Each segment must vary clearly from other segments, which makes it possible to use different marketing mixes as a whole.

  • Accessible:

It should be convenient for buyers to reach appropriate promotional activities and distribution channels.

  • Measurable:

The segment targeted should be easily identifiable and measurable.

  • Profit:

The most important component or prime motive for any business is Profit. To provide a stream of constant future sales and profits, the segment must be significantly large and lucrative at the same time, and by keeping in mind the future growth of the business.

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