Ch. 8 - Segmenting and Targeting Markets

Segmentation is a marketing strategy that involves dividing a broad target market into subsets of consumers, who have common needs and priorities, and then designing and implementing strategies to target them. Segmentation breaks into geographic, demographic, psychographic and behavioral.

PetSmart Geographic: Any region/country and any climate.

PetSmart Demographic: People who have pets in any age, gender, family size, income, occupation and race.

PetSmart Psychographic: Any of  social class, lifestyle, or personality characteristics

PetSmart Behavioral: Any who love their animals

The Target Markets, are a group of people or orgs for which an org designs, implements, and maintains a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchanges. For PetSmart is people who have pets with medium to high income and love and care towards their pets.

Ch. 11 - Developing and Managing Products

PetSmarts’ plan in developing and managing Products intends to strengthen growth via a series of initiatives including broadening its product offerings, expanding its proprietary and exclusive products and services. By doing this, PetSmart plans in increasing focus on online sales, and developing a more personalized customer experience. Eddie Burt, the vice president of Distribution spent more than 23 years in Supply Chain, working with retailers including Target and Home Depot in a variety of roles from operations to vendor management. He as well as Matt McAdam, who is the vice president of Merchandising are in charge of accomplishing PetSmarts plan in developing and managing products.

Ch. 12 - Services and Nonprofit Organization Marketing

PetSmart charities is a nonprofit animal welfare organizations that saves the lives of thousands of homeless pets. All funding comes from pet parents who donate every time they check out at PetSmart. It is said that more than 400,000 dogs and cats find a home through PetSmarts adoption program and their adoption events. PetSmart Charities grants more money to help pets in need than any other animal welfare group in North America, focusing on funding spay/neuter services that help communities solve the problem of pet overpopulation.

Ch. 10 - Product Concepts

     The product concept in PetSmart suggests that consumers will prefer products that have better quality, performance and features as opposed to a normal product. PetSmart aims for customers satisfaction which is why they focus on the core product and the total product  of their merchandise.  It is the essential benefit, the delivery, credit and after sales services that Petsmart pays more attention to. PetSmart is a company that persuades customers to obtain their needs through their products, which is why they don't spend their focus and delivery in visuals when it regards food products. Its quality over visual in which they focus on with food products. However, when it comes to accessories for pets such as collars, beds, toys and even clothing, they make sure to focus on brand names and packaging.