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1、MARKETING MANAGEMENT 12th edition8 Identifying Market Segments and TargetsKotlerKeller1Chapter QuestionsnWhat are the different levels of market segmentation?nHow can a company divide a market into segments?nHow should a company choose the most attractive target markets?nWhat are the requirements fo
2、r effective segmentation?2Effective Targeting RequiresnIdentify and profile distinct groups of buyers who differ in their needs and preferences.nSelect one or more market segments to enter.nEstablish and communicate the distinctive benefits of the market offering.3Four Levels of MicromarketingnSegme
3、ntsnNichesnLocal areasnIndividuals4Segment MarketingTargeting a group of customers who share a similar set of needs and wants.5Flexible Marketing OfferingsnNaked solutionProduct and service elements that all segment members valuenDiscretionary optionsSome segment members valueOptions may carry addit
4、ional charges6The Experience EconomynExperiencenServicesnGoodsnCommodity7CustomerizationCombines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product and service offering of their choice.8Segmenting Consumer MarketsnGeographicnDemog
5、raphicnPsychographicnBehavioral9Demographic SegmentationnAge and Life CyclenLife StagenGendernIncomenGenerationnSocial Class10Figure 8.3 Profiling American GenerationsnGI Generation1901-1924nSilent Generation1925-1945nBaby Boomers1946-1964nGeneration X1965-1977nGeneration Y1978-1994nMillenials1995-2
6、00211Behavioral SegmentationnDecision RolesnInitiatornInfluencernDecidernBuyernUsernBehavioral VariablesnOccasionsnBenefitsnUser StatusnUsage RatenBuyer-ReadinessnLoyalty StatusnAttitude12Segmenting for Business MarketsnDemographicnOperating VariablenPurchasing ApproachesnSituational FactorsnPersona
7、l Characteristics13Models of Sequential SegmentationnStage of decisionnFirst-time prospectsnNovicesnSophisticatesnOrientationnPrice-orientednSolution-orientednStrategic-value14Steps in Segmentation ProcessnNeeds-based segmentationnSegment identificationnSegment attractivenessnSegment profitabilitynS
8、egment positioningnSegment acid testnMarketing mix strategy15Effective Segmentation CriterianMeasurablenSubstantialnAccessiblenDifferentiablenActionable16MARKETING MANAGEMENT 12th edition9 Creating Brand EquityKotlerKeller17Chapter QuestionsnWhat is a brand and how does branding work?nWhat is brand
9、equity?nHow is brand equity built, measured, and managed?nWhat are the important decisions in developing a branding strategy?18BrandA name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them f
10、rom those of competitors.19Attributes of Strong BrandsnExcels at delivering desired benefitsnStays relevantnPriced to meet perceptions of valuenPositioned properlynCommunicates consistent brand messagesnWell-designed brand hierarchynUses multiple marketing activitiesnUnderstands consumer-brand relat
11、ionshipnSupported by organizationnMonitors sources of brand equity20The Role of BrandsnIdentify the makernSimplify product handlingnOrganize accountingnOffer legal protectionnSignify qualitynCreate barriers to entrynServe as a competitive advantagenSecure price premium21BrandingEndowing products and
12、 services with the power of a brand.22Brand EquityThe differential effect that brand knowledge has on consumer response to the marketing of that brand.23Brand AssociationsnStrongnUniquenFavorable24Marketing Advantages of Strong BrandsnImproved perceptions of product performancenGreater loyaltynLess
13、vulnerable to competitionnLess vulnerable to crisesnLarger marginsnInelastic consumer response to price increasesnElastic consumer response to price decreasesnGreater trade cooperationnIncrease in effectiveness of IMCnLicensing opportunitiesnBrand extension opportunities25Brand PromiseThe marketers
14、vision of what the brand must be and do for Consumers.26Brand Equity ModelsnBrand Asset ValuatornAaker ModelnBRANDZnBrand Resonance27Drivers of Brand EquitynBrand elementsnMarketing activitiesnMeaning transference28Brand ElementsnBrand namesnSlogansnCharactersnURLsnLogosnSymbols29Brand Element Choic
15、e CriterianMemorablenMeaningfulnLikeabilitynTransferablenAdaptablenProtectible30SlogansnLike a good neighbor, State Farm is therenJust do itnNothing runs like a DeerenHelp is just around the cornernSave 15% or more in 15 minutes or lessnWe try hardernWell pick you upnNextel DonenZoom ZoomnIm lovin i
16、tnInnovation at worknThis Buds for younAlways low prices31Measuring Brand EquitynBrand auditsnBrand trackingnBrand valuation32Interbrands Brand Equity FormulanBrand earningsnBrand salesnCosts of salesnMarketing costsnOverhead expensesnRemuneration of capital chargenTaxation nBrand strengthnLeadership (25%)nStability (15%)nMarket (10%)nGeographic spread (25%)nTrend (10%)nSupport (10%)nProtection (5%)33Managing Brand EquitynBrand
