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

Презентация на тему Segmentation, targeting and positioning. Building the right relationships with the right customers. Chapter 7, предмет презентации: Маркетинг. Этот материал содержит 23 слайдов. Красочные слайды и илюстрации помогут Вам заинтересовать свою аудиторию. Для просмотра воспользуйтесь проигрывателем, если материал оказался полезным для Вас - поделитесь им с друзьями с помощью социальных кнопок и добавьте наш сайт презентаций ThePresentation.ru в закладки!

Слайды и текст этой презентации

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Segmentation, Targeting, and Positioning Building the Right Relationships with the Right Customers

Chapter 7


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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 attractive market segments and choose target marketing strategy
Realize how companies position their products for maximum competitive advantage in the marketplace


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Sells 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



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Steps 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


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Definition

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


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Segmenting 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


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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


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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


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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


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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 order
Personal characteristics
Buyer-seller similarity, attitudes toward risk, loyalty

Goal 2: Understand the major bases for segmentation


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Segmenting 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


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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
Actionable
Effective programs can be developed

Goal 2: Understand the major bases for segmentation


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Target 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


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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

Goal 3: Know how companies identify and target attractive segments


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Target 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


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Choosing 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


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Target 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


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Positioning

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.

Goal 4: Realize how companies position their products


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Identifying possible competitive advantages
Choosing the right competitive advantage
Choosing a positioning strategy

Differentiation can be based on
Products
Services
Channels
People
Image

Topics



Choosing a Positioning Strategy

Goal 4: Realize how companies position their products


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Market Segmentation

How many differences to promote?
Unique selling proposition
Several benefits
Which differences to promote? Criteria include:
Important
Distinctive
Superior
Communicable
Preemptive
Affordable
Profitable

Topics



Identifying possible competitive advantages
Choosing the right competitive advantage
Choosing a positioning strategy

Goal 4: Realize how companies position their products


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Market Segmentation

Value propositions represent the full positioning of the brand
Possible value propositions:
More for More
More for the Same
More for Less
The Same for Less
Less for Much Less

Topics



Identifying possible competitive advantages
Choosing the right competitive advantage
Choosing a positioning strategy

Goal 4: Realize how companies position their products


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Developing a Positioning Statement

Positioning statements summarize the company or brand positioning
EXAMPLE: To (target segment and need) our (brand) is (concept) that (point-of-difference)

Goal 4: Realize how companies position their products


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Communicating the Positioning

Companies must be certain to DELIVER their value propositions.
Positions must be monitored and adapted over time.

Goal 4: Realize how companies position their products


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