Segmentation, targeting and positioning. Building the right relationships with the right customers. Chapter 7 презентация

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1. Segmentation, targeting and positioning. Building the right relationships with the right customers. Chapter 7
2. Learning Goals Learn the three steps of
3. Sells multiple brands within the same product
4. Steps in market segmentation, targeting and positioning
5. Definition Market Segmentation: Dividing a market into
6. Segmenting Consumer Markets Geographical segmentation Demographic segmentation
7. World region or country U.S.
8. Demographic Segmentation Variables Age Gender Family
9. Occasions Benefits User Status Attitude Toward
10. Segmenting Business Markets Demographic segmentation Industry, company
11. Segmenting International Markets Geographic segmentation Location
12. Requirements for Effective Segmentation Measurable Size,
13. Target Marketing Target Market Consists of a
14. Target Marketing Evaluating Market Segments Segment size
15. Target Marketing Selecting Target Market Segments Undifferentiated
16. Choosing a Target Marketing Strategy Considerations include:
17. Target Marketing Socially Responsible Targeting Some
18. Positioning Positioning: The place the product occupies
19. Identifying possible competitive advantages Choosing the right
20. Market Segmentation How many differences to promote?
21. Market Segmentation Value propositions represent the full
22. Developing a Positioning Statement Positioning
23. Communicating the Positioning Companies must be certain

Learning Goals Learn the three steps of target marketing, market segmentation, target marketing, and market positioning Understand the major bases for segmenting consumer and business marketing strategy Know how companies identify

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Segmentation, targeting and positioning. Building the right relationships with the right customers. Chapter 7

Слайд 1Segmentation, Targeting, and Positioning Building the Right Relationships with the Right

Customers

Chapter 7

Слайд 2Learning Goals
Learn the three steps of target marketing, market segmentation, target

marketing, and market positioning
Understand the major bases for segmenting consumer and business marketing strategy
Know how companies identify attractive market segments and choose target marketing strategy
Realize how companies position their products for maximum competitive advantage in the marketplace

Слайд 3Sells multiple brands within the same product category for a variety

of 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

Case Study Procter & Gamble

Слайд 4Steps in market segmentation, targeting and positioning
Market Segmentation
Identify bases for segmenting

the market
Develop segment profiles
Target Marketing
Develop measure of segment attractiveness
Select target segments
Market Positioning
Develop positioning for target segments
Develop a marketing mix for each segment

Goal 1: Learn the three steps of target marketing

Слайд 5Definition
Market Segmentation:
Dividing a market into distinct groups with distinct needs, characteristics,

or behavior who might require separate products or marketing mixes.

Goal 2: Understand the major bases for segmentation

Слайд 6Segmenting Consumer Markets
Geographical segmentation
Demographic segmentation
Most popular segmentation
Psychographic segmentation
Lifestyle, social class, and

personality-based segmentation
Behavioral segmentation

Goal 2: Understand the major bases for segmentation

Слайд 7
World region or country
U.S. region
State
City
Neighborhood
City or metro size
Density
Climate
Geographic Segmentation Variables
Goal 2:

Understand the major bases for segmentation

Слайд 8
Demographic Segmentation Variables
Age
Gender
Family size
Family life cycle
Income
Occupation
Education
Religion
Race
Generation
Nationality

Goal 2: Understand the major bases

for segmentation

Слайд 9
Occasions
Benefits
User Status
Attitude Toward the Product
User Rates
Loyalty Status
Readiness Stage

Behavioral Segmentation Variables
Goal 2:

Understand the major bases for segmentation

Слайд 10Segmenting Business Markets
Demographic segmentation
Industry, company size, location
Operating variables
Technology, usage status, customer

capabilities
Purchasing approaches
Situational factors
Urgency, specific application, size of order
Personal characteristics
Buyer-seller similarity, attitudes toward risk, loyalty

Goal 2: Understand the major bases for segmentation

Слайд 11Segmenting International Markets
Geographic segmentation
Location or region
Economic 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

Goal 2: Understand the major bases for segmentation

Слайд 12Requirements 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
Actionable
Effective programs can be developed

Goal 2: Understand the major bases for segmentation

Слайд 13Target Marketing
Target Market
Consists of a set of buyers who share common

needs or characteristics that the company decides to serve

Goal 3: Know how companies identify and target attractive segments

Слайд 14Target 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

Goal 3: Know how companies identify and target attractive segments

Слайд 15Target Marketing
Selecting Target Market Segments
Undifferentiated (mass) marketing
Differentiated (segmented) marketing
Concentrated (niche) marketing
Micromarketing

(local or individual)

Goal 3: Know how companies identify and target attractive segments

Слайд 16Choosing a Target Marketing Strategy
Considerations include:
Company resources
The degree of product variability
Product’s

life-cycle stage
Market variability
Competitors’ marketing strategies

Goal 3: Know how companies identify and target attractive segments

Слайд 17Target Marketing
Socially Responsible Targeting
Some segments, especially children, are at special

risk
Many potential abuses on the Internet, including fraud Internet shoppers
Controversy occurs when the methods used are questionable

Goal 3: Know how companies identify and target attractive segments

Слайд 18Positioning
Positioning:
The place the product occupies in consumers’ minds relative to competing

products.
Typically defined by consumers on the basis of important attributes.
Involves implanting the brand’s unique benefits and differentiation in the customer’s mind.
Positioning maps that plot perceptions of brands are commonly used.