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1、Chapter 7 Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers,7 - 2,Learning Goals,Understand the three steps of target marketing, market segmentation, target marketing, and market positioning Explore the major bases for segmenting consumer and busines
2、s marketing strategy Explain how companies identify attractive market segments and choose target marketing strategy Discuss how companies position their products for maximum competitive advantage in the marketplace,Sells multiple brands within the same product category for a variety of products Bran
3、ds feature a different mix of benefits and appeal to different segments,Has also identified different niches within certain segments Product modifications are useful; Tide offers seven different product formulations to serve different niches needs,Case Study Procter & Gamble,7 - 3,7 - 4,Learning Goa
4、ls,Understand the three steps of target marketing, market segmentation, target marketing, and market positioning Explore and discuss the major bases for segmenting consumer and business marketing strategy Explain how companies identify attractive market segments and choose target marketing strategy
5、Discuss how companies position their products for maximum competitive advantage in the marketplace,Segmentation, Targeting, and Positioning Figure 7.1,Goal 1: Define the three steps of target marketing,7 - 5,7 - 6,Definition,Market Segmentation: Dividing a market into distinct groups with distinct n
6、eeds, characteristics, or behavior who might require separate products or marketing mixes.,Goal 2: List and discuss major bases for segmentation,7 - 7,Learning Goals,Understand the three steps of target marketing, market segmentation, target marketing, and market positioning Explore and discuss the
7、major bases for segmenting consumer and business marketing strategy Explain how companies identify attractive market segments and choose target marketing strategy Discuss how companies position their products for maximum competitive advantage in the marketplace,7 - 8,Segmenting Consumer Markets,Geog
8、raphical segmentation Demographic segmentation Most popular segmentation Psychographic segmentation Lifestyle, social class, and personality-based segmentation Behavioral segmentation,Goal 2: List and discuss major bases for segmentation,7 - 9,Geographic Segmentation Variables,World region or countr
9、y U.S. region State City,Neighborhood City or metro size Density Climate,Goal 2: List and discuss major bases for segmentation,Marketing in Action,Geographic Segmentation,This rate card shows leading magazines use geographic segmentation when charging advertisers.,7 - 10,7 - 11,Demographic Segmentat
10、ion Variables,Age Gender Family size Family life cycle Income,Occupation Education Religion Race Generation Nationality,Goal 2: List and discuss major bases for segmentation,Nutrition bars are targeted to varying demographics including men, women and children,Marketing in Action,Demographic Segmenta
11、tion Variables,7 - 12,7 - 13,Behavioral Segmentation Variables,Occasions Benefits User status,User rates Loyalty status Readiness stage Attitude toward the product,Goal 2: List and discuss major bases for segmentation,This fridge with a built in TV is targeted to the owner who watches television in
12、the kitchen and has a design that faces the fridge,Marketing in Action,Behavioral Segmentation Variables,7 - 14,Discussion Question,Based on the car examples on the following slide, how do car manufacturers use the following segments when marketing products? Geographic Demographic Psychographic Beha
13、vioral,7 - 15,Examples of Cars,Marketing in Action,7 - 16,7 - 17,Segmenting Business Markets,Demographic segmentation Industry, company size, location Operating variables Technology, usage status, customer capabilities Purchasing approaches Situational factors Urgency, specific application, size of
14、order Personal characteristics Buyer-seller similarity, attitudes toward risk, loyalty,Goal 2: List and discuss major bases for segmentation,7 - 18,Segmenting International Markets,Geographic segmentation Location or region Economic factors Population income or level of economic development Politica
15、l and legal factors Type/stability of government, monetary regulations, amount of bureaucracy, etc. Cultural factors Language, religion, values, attitudes, customs, behavioral patterns,Goal 2: List and discuss major bases for segmentation,7 - 19,Requirements for Effective Segmentation,Measurable Siz
16、e, purchasing power, and profile of segment Accessible Can be reached and served Substantial Large and profitable enough to serve Differentiable Respond differently Actionable Effective programs can be developed,Goal 2: List and discuss major bases for segmentation,7 - 20,Learning Goals,Understand t
17、he three steps of target marketing, market segmentation, target marketing, and market positioning Explore and discuss the major bases for segmenting consumer and business marketing strategy Explain how companies identify attractive market segments and choose target marketing strategy Discuss how companies position their products for maximum competitive advantage in the marketplace,
