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Copyright © 2010 by Nelson Education Ltd. Chapter 8 Market Segmentation, Targeting, and Positioning with Duane Weaver
Copyright © 2010 by Nelson Education Ltd. 8-2 OUTLINE 1.Definitions: Market & Target Marketing 2.Two Market Types 3.Role of Market Segmentation 4.Criteria For Effective Segmentation 5.Segmenting Consumer Markets 6.The Segmentation approach 7.Market Segmentation Process 8.Strategies For Reaching Target Markets 9.Selecting a Strategy 10.Market Positioning
Copyright © 2010 by Nelson Education Ltd. 8-3 Market Group of people with sufficient purchasing power, authority, and willingness to buy Target market Group of people to whom a firm decides to direct its marketing efforts and ultimately its goods and services Allows firms to develop more efficient and effective marketing strategies Marketers must study a market to segment and communicate with it effectively Definitions: Market & Target Marketing
Copyright © 2010 by Nelson Education Ltd. 8-4 Two Market Types Consumer products Goods or services purchased by an ultimate consumer for personal use Business products Goods or services purchased for use either directly or indirectly in the production of other goods and services for resale A product can be either, depending on its use Example: Tires may be purchased by consumers for the family car, or by Honda Canada for its production lineHonda Canada
Copyright © 2010 by Nelson Education Ltd. 8-5 The Role of Market The Role of Market Segmentation Market Segmentation Division of the total market into smaller, relatively homogeneous groups No single marketing mix can satisfy everyone; i.e., separate marketing mixes should be used for different market segments
Copyright © 2010 by Nelson Education Ltd. 8-6 Criteria for Effective Segmentation Four basic criteria determine the effectiveness of marketing segmentation: 1.The segment must have measurable size and purchasing power 2.Marketers must find a way to promote effectively to and serve the market segment 3.Market segments must be sufficiently large to offer good profit potential 4.Firms must aim for segments that match its capabilities
Copyright © 2010 by Nelson Education Ltd. 8-7 Segmenting Consumer Markets Attempt to isolate the traits that distinguish a certain group of consumers from the overall market Group characteristicssuch as age, gender, geographic location, income, and buying patternsare key Five common bases for segmenting consumer markets: 1.Geographic segmentation 2.Demographic segmentation 3.Psychographic segmentation 4.Sociographic segmentation 5.Product-related segmentation (not a customer segmentation approach – not as effective)
Copyright © 2010 by Nelson Education Ltd. 8-8 The Market Segmentation Process Develop a Relevant Profile for Each Segment In-depth analysis that helps managers accurately match buyers needs with the firms offerings Forecast Market Potential Sets upper limit on potential demand and maximum sales potential Forecast Probable Market Share Comes from analysis of competitors market position and development of marketing strategy Select Specific Market Segments Use demand forecasts and cost projections to determine return on investment from each segment Assesses nonfinancial factors such as firms ability to launch product
Copyright © 2010 by Nelson Education Ltd. 8-9 Strategies for Reaching Target Markets The four strategies for reaching target markets are: 1.Undifferentiated marketing (mass marketing) 2.Differentiated marketing 3.Concentrated marketing (niche marketing) 4.Micromarketing (down to the individual level)
Copyright © 2010 by Nelson Education Ltd Selecting and Executing a Strategy No single, best choice strategy suits all firms Determinants of a market-specific strategy: Company resources Product homogeneity Stage in the product life-cycle Competitors strategy
Copyright © 2010 by Nelson Education Ltd Positioning Placing a product at a certain point or location within a market in the minds of prospective buyers Distinguishes firms offerings from its competitors May develop a positioning map and reposition product as necessary Positioning map Graphic illustration that shows differences in consumers perceptions of competing products Reposition Marketing strategy to change the position of its product in consumers minds relative to the positions of competing products Market Positioning
Copyright © 2010 by Nelson Education Ltd Hypothetical Positioning Map for Selected Retailers
Copyright © 2010 by Nelson Education Ltd Thank You Go Forth And Segment!
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