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1、Segmentation, Targeting, and Positioning: Building the Right Relationships with the Right Customers,Chapter 8,8 - 1,Objectives,Be able to define the three steps of target marketing: market segmentation, target marketing, and market positioning. Understand the major bases for segmenting consumer and
2、business markets.,8 - 2,Objectives,Know how companies identify attractive market segments and how they choose a target marketing strategy. Comprehend how companies position their products for maximum competitive advantage.,8 - 3,Sells multiple brands within the same product category for a variety of
3、 products Brands 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,Procter & Gamble,Case Study,8 - 4,Defi
4、nition,Market Segmentation: Dividing a market into distinct groups with distinct needs, characteristics, or behavior who might require separate products or marketing mixes.,8 - 5,Market Segmentation,Segmenting Consumer Markets Segmenting Business Markets Segmenting International Markets Requirements
5、 for Effective Segmentation,Geographical segmentation Marketing mixes are customized geographically Demographic segmentation Most popular segmentation Demographics are closely related to needs, wants and usage rates Psychographic segmentation Lifestyle, social class, and personality-based segmentati
6、on Behavioral segmentation Typically done first,Topics,8 - 6,Geographic Segmentation Variables,Market Segmentation,World Region or Country U.S. region State City,Neighborhood City or Metro Size Density Climate,8 - 7,Demographic Segmentation Variables,Market Segmentation,Age Gender Family size Family
7、 life cycle Income,Occupation Education Religion Race Generation,Nationality,8 - 8,Behavioral Segmentation Variables,Market Segmentation,Occasions Benefits User Status,User Rates Loyalty Status Readiness Stage,Attitude Toward the Product,8 - 9,Market Segmentation,Segmenting Consumer Markets Segmenti
8、ng Business Markets Segmenting International Markets Requirements for Effective Segmentation,Demographic segmentation Industry, company size, location Operating variables Technology, usage status, customer capabilities Purchasing approaches Situational factors Urgency, specific application, size of
9、order Personal characteristics Buyer-seller similarity, attitudes toward risk, loyalty,Topics,8 - 10,Market Segmentation,Segmenting Consumer Markets Segmenting Business Markets Segmenting International Markets Requirements for Effective Segmentation,Geographic segmentation Location or region Economi
10、c factors Population income or level of economic development Political and legal factors Type / stability of government, monetary regulations, amount of bureaucracy, etc. Cultural factors Language, religion, values, attitudes, customs, behavioral patterns,Topics,8 - 11,Market Segmentation,Segmenting
11、 Consumer Markets Segmenting Business Markets Segmenting International Markets Requirements for Effective Segmentation,Measurable Size, purchasing power, and profile of segment Accessible Can be reached and served Substantial Large and profitable enough to serve Differentiable Respond differently Ac
12、tionable Effective programs can be developed,Topics,8 - 12,Target Marketing,Evaluating Market Segments Segment size and growth Segment structural attractiveness Level of competition Substitute products Power of buyers Powerful suppliers Company objectives and resources,8 - 13,Target Marketing,Target
13、 Marketing Strategies Undifferentiated (mass) marketing Differentiated (segmented) marketing Concentrated (niche) marketing Micromarketing (local or individual) marketing,8 - 14,Target Marketing,Choosing a Target-Marketing Strategy Requires Consideration of: Company resources The degree of product v
14、ariability Products life-cycle stage Market variability Competitors marketing strategies,8 - 15,Target Marketing,Socially Responsible Targeting Some segments are at special risk: Children Inner-city minority consumers Internet shoppers Controversy occurs when the methods used are questionable.,8 - 1
15、6,Positioning,Positioning: The place the product occupies in consumers minds relative to competing products. Typically defined by consumers on the basis of important attributes.,8 - 17,Positioning,Choosing a Positioning Strategy: Identifying possible competitive advantages Products, services, channe
16、ls, people or image can be sources of differentiation. Choosing the right competitive advantage How many differences to promote? Unique selling proposition Positioning errors to avoid Which differences to promote?,8 - 18,Criteria for Meaningful Differences,Positioning,Important Superior Preemptive,Distinctive Communicable Affordable,Profitable,8 - 19,Positioning,Choosing a Positioning Strategy: Selecting an overall positioning strategy More for More Value Proposition More for th
