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Segmentation_ Targeting_ and Positioning

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					Segmentation, Targeting,
        and Positioning

               Chapter 7
          Definition
Market Segmentation:
 Dividing a market into distinct
  groups with distinct needs,
  characteristics,
  or behavior who
  might require
  separate products
  or marketing
  mixes.

                                    7- 1
    Steps in Market
Segmentation, Targeting,
    and Positioning




                       7- 2
   Market Segmentation
Key Topics         Geographical
                   segmentation
Segmenting          Marketing mixes are
                     customized
Consumer Markets     geographically
Segmenting         Demographic
Business Markets   segmentation
Segmenting         Psychographic
International      segmentation
Markets            Behavioral
Requirements for   segmentation
Effective          Using multiple
Segmentation       segmentation variables
                                           7- 3
Market Segmentation
     Geographic
 Segmentation Variables
World Region   City or
or Country     Metro Size
Country        Neighborhood
Region         Density
City           Climate

                          7- 4
   Market Segmentation
Key Topics         Geographical segments
                   Demographic
Segmenting         segmentation
Consumer Markets    Most popular type
                    Demographics are closely
Segmenting           related to needs, wants
Business Markets     and usage rates
Segmenting         Psychographic
International      segmentation
Markets            Behavioral
Requirements for   segmentation
Effective          Using multiple
Segmentation       segmentation variables
                                          7- 5
Market Segmentation
     Demographic
 Segmentation Variables
Age                 Occupation
Gender              Education
Family size         Religion
Family life cycle   Generation
Income              Nationality
Ethnicity
                                  7- 6
   Market Segmentation
Key Topics         Geographic segments
                   Demographic
Segmenting         segmentation
Consumer Markets   Psychographic
Segmenting         segmentation
Business Markets    Lifestyle, social class,
                     and personality-based
Segmenting           segmentation
International      Behavioral
Markets            segmentation
Requirements for   Using multiple
Effective          segmentation
Segmentation       variables
                                                7- 7
   Market Segmentation
Key Topics         Geographic segments
                   Demographic
Segmenting         segmentation
Consumer Markets   Psychographic
Segmenting         segmentation
Business Markets   Behavioral
Segmenting         segmentation
International       Typically done first
Markets
                   Using multiple
Requirements for   segmentation
Effective
                   variables
Segmentation
                                            7- 8
Market Segmentation
      Behavioral
 Segmentation Variables

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

                                7- 9
   Market Segmentation
Key Topics         Geographic segments
                   Demographic
Segmenting         segmentation
Consumer Markets   Psychographic
Segmenting         segmentation
Business Markets   Behavioral
Segmenting         segmentation
International      Using multiple
Markets
                   segmentation
Requirements for   variables
Effective
Segmentation
                                     7- 10
   Market Segmentation
Key Topics         Demographic segmentation
                    Industry, company size,
                     location
Segmenting
                   Operating variables
Consumer Markets    Technology, usage status,
Segmenting           customer capabilities
Business Markets   Purchasing approaches
Segmenting         Situational factors
International       Urgency, specific
                     application, size of order
Markets
                   Personal characteristics
Requirements for    Buyer-seller similarity,
Effective            attitudes toward risk, loyalty
Segmentation
                                                  7- 11
   Market Segmentation
Key Topics         Geographic segmentation
                     Location or region

Segmenting         Economic factors
                     Population income or level of
Consumer Markets      economic development
Segmenting         Political and legal factors
Business Markets     Type / stability of
Segmenting            government, monetary
                      regulations, amount of
International         bureaucracy, etc.
Markets            Cultural factors
Requirements for     Language, religion, values,
Effective             attitudes, customs,
Segmentation          behavioral patterns

                                                 7- 12
   Market Segmentation
Key Topics         Measurable
                    Size, purchasing power, and
                     profile of segment
Segmenting
                   Accessible
Consumer Markets    Can be reached and served
Segmenting         Substantial
Business Markets    Large and profitable enough
Segmenting           to serve

International      Differentiable
                    Respond differently
Markets
                   Actionable
Requirements for
                    Effective programs can be
Effective            developed
Segmentation
                                             7- 13
      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
                                      7- 14
Target Marketing
   Strategies




                   7- 15
      Target Marketing
Choosing a Target-
Marketing Strategy
Requires Consideration of:
   Company resources
   The degree of product variability
   Product’s life-cycle stage
   Market variability
   Competitors’ marketing
    strategies

                                        7- 16
Positioning
      Positioning:
       The place the product
        occupies in
        consumers’ minds
        relative to competing
        products.
       Typically defined by
        consumers on the
        basis of important
        attributes.

                          7- 17
         Positioning
Choosing a Positioning Strategy:
 Identifying possible competitive
  advantages -- many potential
  sources of differentiation exist:
   Products
   Services
   Channels
   People
   Image

                                      7- 18
          Positioning

Choosing a Positioning Strategy:
 Choosing the right competitive
  advantage
     How many differences to promote?
      • Unique selling proposition
      • Positioning errors to avoid
     Which differences to promote?


                                         7- 19
          Positioning
Criteria for Meaningful Differences

    Important       Distinctive
    Superior        Communicable
    Preemptive      Affordable
               Profitable
                                  7- 20
        Positioning

Choosing a Positioning Strategy:
 Communicating and delivering the
  chosen position
   Entire marketing mix must support the
    chosen strategy
   May require changes to the product,
    pricing, distribution or promotion.



                                       7- 21

				
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posted:6/25/2012
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