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Using the various characteristics for classifying types of retailers, develop a profile of Peapod?
Peapod is a leading Internet grocer, that provides consumers with broad product choices and local delivery services. Peapod profile can be classified as:
3. Who does Peapod target? How does it position itself in this market? Does its marketing mix support this targeting and positioning?
Peapod targets the online grocery business on the following:
Geographic - urban areas (Chicago, Washington, DC, Baltimore, Boston, and New York)
Demographic - high-income, two-paycheck, and people with physical disabilities
Psychographic- time pressured, Internet-savvy
Behavioral- customer seeking benefits of full-service, time saving, and anytime ordering
Peapod is well positioned as a full service online supermarket...
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