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.