We think you have liked this presentation. If you wish to download it, please recommend it to your friends in any social system. Share buttons are a little bit lower. Thank you!
Presentation is loading. Please wait.
Published byJoana Spoon
Modified about 1 year ago
Chapter 6 Ver 2e1 Chapter 6 ©2000 South-Western College Publishing Segmenting and Targeting Markets Prepared by Deborah Baker Texas Christian University
Chapter 6 Ver 2e2 Chapter 6 Objectives 1.Describe the characteristics of markets and market segments. 2.Explain the importance of market segmentation. 3.Discuss criteria for successful market segmentation. 4.Describe the bases commonly used to segment consumer markets. (continued) ©2000 South-Western College Publishing
Chapter 6 Ver 2e3 Chapter 6 Objectives 5.Describe the bases for segmenting business markets. 6.List the steps involved in segmenting markets. 7.Discuss alternative strategies for selecting target markets. ©2000 South-Western College Publishing (continued)
Chapter 6 Ver 2e4 Chapter 6 Objectives 8.Explain how and why firms implement positioning strategies and how product differentiation plays a role. 9.Discuss global marketing segmentation and targeting issues. ©2000 South-Western College Publishing
Chapter 6 Ver 2e5 Market Segmentation A market is... (1) people or organizations with (2) needs or wants, and with (3) the ability and (4) the willingness to buy. A group of people that lacks any one of these characteristics is not a market. ©2000 South-Western College Publishing
Chapter 6 Ver 2e6 Importance of Market Segmentation Markets have a variety of product needs and preferences Marketers can better respond to increase in competition Marketers can better define customer needs Decision makers can define objectives and allocate resources more accurately ©2000 South-Western College Publishing
Chapter 6 Ver 2e7 Criteria for Market Segments Substantiality Identifiability Accessibility Responsiveness Criteria for Successful Segmentation ©2000 South-Western College Publishing
Chapter 6 Ver 2e8 ©2000 South-Western College Publishing Bases for Segmenting Consumer Markets Usage Rate Benefits Sought Psychographics Demographics Geography Characteristics Used to Segment Markets
Chapter 6 Ver 2e9 Geographic Segmentation Bases for Segmenting Consumer Markets Region of the country or world Market size Market density Climate ©2000 South-Western College Publishing
Chapter 6 Ver 2e10 Bases for Segmenting Consumer Markets Demographics Age Gender Income Ethnic background Family Life Cycle ©2000 South-Western College Publishing
Chapter 6 Ver 2e11 Family Life Cycle Age Marital Status Children ©2000 South-Western College Publishing
Chapter 6 Ver 2e12 Bases for Segmenting Consumer Markets Psychographics Psychographic Segmentation Personality Motives Lifestyles Geodemographics ©2000 South-Western College Publishing
Chapter 6 Ver 2e13 VALS 2 Dimensions Action-oriented Experi- encers Makers Principle-oriented Status-oriented Fulfillers Believers Actualizers Achievers Strivers Strugglers Minimal Resources Abundant Resources ©2000 South-Western College Publishing
Chapter 6 Ver 2e14 Bases for Segmenting Consumer Markets Benefit Segmentation Customers are grouped into market segments according to the benefits they seek from the product. Usage Rate Market is divided based on product consumption 80/20 Principle 80/20 Principle holds that 20% of customers generate 80% of demand ©2000 South-Western College Publishing
Chapter 6 Ver 2e15 ©2000 South-Western College Publishing Bases for Segmenting Business Markets Geographic Customer Type Customer Size Product Use BusinessMarketsBusinessMarkets Purchasing Criteria Purchasing Strategy Importance Personal Characteristics Micro- segmentation Micro- segmentation Macro- segmentation Macro- segmentation
Chapter 6 Ver 2e16 Steps in Segmenting a Market Select a market for study Choose bases for segmen- tation Select descrip- tors Profile and analyze segments Select target markets Design, imple- ment, maintain mkting mix ©2000 South-Western College Publishing
Chapter 6 Ver 2e17 Strategies for Selecting Target Markets Concentrated Strategy Concentrated Strategy Undifferentiated Strategy Undifferentiated Strategy Multisegment Strategy Multisegment Strategy ©2000 South-Western College Publishing
Chapter 6 Ver 2e18 Undifferentiated Strategy Advantages Advantages: Potential savings on production and marketing costs Disadvantages Disadvantages: Unimaginative product offerings Company more susceptible to competition ©2000 South-Western College Publishing
Chapter 6 Ver 2e19 Concentrated Strategy Advantages Advantages: Concentration of resources Meet needs of narrowly defined segment Small firms can compete Strong positioning Disadvantages Disadvantages: Segments too small, or changing Large competitors may effectively market to niche segment ©2000 South-Western College Publishing
Chapter 6 Ver 2e20 Multisegment Strategy Advantages Advantages: Greater financial success Economies of scale Disadvantages Disadvantages: High costs Cannibalization ©2000 South-Western College Publishing
Chapter 6 Ver 2e21 Costs of Multisegment Targeting $ Product design costs $ Production costs $ Promotion costs $ Inventory costs $ Marketing research costs $ Management costs $ Cannibalization ©2000 South-Western College Publishing
Chapter 6 Ver 2e22 Positioning Cadillac High Price Low Price ConservativeConservative ExpressiveExpressive Buick Chevrolet Oldsmobile Pontiac Perceptual Mapping (General Motors--1989) ©2000 South-Western College Publishing
Chapter 6 Ver 2e23 Attribute Price and Quality Use or Application Product User Product Class Competitor Positioning Bases ©2000 South-Western College Publishing
Chapter 6 Ver 2e24 Global Market Segmentation Global Market Standardization Micromarketing Trends ©2000 South-Western College Publishing
©2002 South-Western Chapter 7 Version 6e1 chapter Segmenting and Targeting Markets 7 7.
©2003 South-Western Chapter 6 Version 3e1 chapter Segmenting and Targeting Markets 6 6 Prepared by Deborah Baker Texas Christian University.
1Chapter 7 Marketing 7e Lamb Hair McDaniel ©2004 South-Western/Thomson Learning Segmenting and Targeting Markets Prepared by Deborah Baker Texas Christian.
Chapter 4 Segmenting and targeting markets. Learning objectives 1Describe the characteristics of markets and market segments 2Explain the importance of.
1 Copyright ©2006 by South-Western, a division of Thomson Learning. All rights reserved Chapter 7 Prepared by Deborah Baker Texas Christian University.
1 Segmenting and Targeting Markets. 2 Market Segmentation Market Segment Market Segment Market Segmentation Market Segmentation People or organizations.
Chapter 7 Segmenting and Targeting Markets. The Importance of Market Segmentation Markets have a variety of product needs and preferences Marketers.
1 Copyright © 2009 by Nelson Education, Ltd. All rights reserved. Chapter 6 6 Canadian Adaptation prepared by Don Hill, Langara College Segmenting and.
Chapter 6 Version 3e1 Target Markets Discuss alternative strategies for selecting target markets. 7 7.
Week 5 – Market Segmentation, targeting and Positioning for Competitive Advantage On Line
Segmentation, Targeting and Positioning. Divide a market into separate groups.
Chapter 8 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel CHAPTER 8 Segmenting and Targeting Markets © Gary.
Chapter 8 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel CHAPTER 8 Segmenting and Targeting Markets © Gary Yeowell/Getty.
Chapter 7Copyright ©2009 Cengage Learning Inc. All rights reserved 1 MKTG Designed by Amy McGuire, B-books, Ltd. Prepared by Deborah Baker, Texas Christian.
Insert Chapter Picture Here Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved Chapter 7 1 Designed by Eric Brengle.
Segmentation, Targeting, and Positioning Market Segmentation Target Market Market Positioning Psychographic Demographic Benefit Behavior Ethnic Quality.
Chapter 7 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel CHAPTER 8 Segmenting and Targeting Markets © Gary.
8 Segmentation & Target Marketing Dr. Close. Finding Markets Markets = people with needs/wants and the ability and willingness to buy Types of markets:
Customer-Driven Marketing Strategy: Creating Value for Target Customers 7 Principles of Marketing.
Marketing: An Introduction Market Segmentation, Targeting, and Positioning for Competitive Advantage Chapter Seven Lecture Slides –Express Version Course.
Principle of Marketing Topic Identifying & Targeting Market Segments Lecture No 7,8. By: Salman Shahid.
Chapter 1 Copyright ©2012 by Cengage Learning Inc. All rights reserved 1 Lamb, Hair, McDaniel CHAPTER 8 Segmenting and Targeting Markets © iStockphoto.com/Rubberball.
Lamb, Hair, McDaniel Chapter 8 Segmenting and Targeting Markets © Cengage Learning All Rights Reserved.
Segmentation, Targeting and Positioning Lecture no 6.
7-1 Chapter 7 PRINCIPLES OF MARKETING Market Segmentation, Targeting, and Positioning for Competitive Advantage.
Chapter 7Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 MKTG Lamb, Hair, McDaniel CHAPTER Segmenting.
1 Chapter 8: Segmenting and Targeting Markets Prepared by Amit Shah, Frostburg State University Designed by Eric Brengle, B-books, Ltd. Copyright 2010.
MARKETING STRATEGY 8 Identifying Market Segments and Targets.
Sultan Ahmed Topic 05. Sultan Ahmed You would be able to answer the following questions after reading.
Part Four Target Markets and Customer Behavior 8 Target Markets: Segmentation and Evaluation.
Principles of Marketing This is possibly the most important topic of this entire course. All marketing strategy and tactics need a good understanding.
Copyright 1999 Prentice Hall 7-1 Chapter 7 PRINCIPLES OF MARKETING Eighth Edition Philip Kotler and Gary Armstrong Market Segmentation, Targeting, and.
U.3-MARKET SEGMENTATION. What is a Market? PEOPLE BUT - not just ANY people, they have to have Willingness to buy Purchasing power (money) Authority to.
Part Three Target Market Selection and Research Target Markets: Segmentation and Evaluation 7 7.
Market Segmentation, Targeting, and Positioning © Leonard Walletzký.
1 Chapter 7:Market Segmentation, Targeting, and Positioning for Competitive Advantage “You cannot be all things to all people”
Copyright ©2005 by South-Western, a division of Thomson Learning. All rights reserved. Introduction to Marketing.
Market Segmentation and Target Marketing. Marketers rarely go after the entire market with one product, brand, or service. Why?
Chapter 7Copyright ©2008 by South-Western, a division of Thomson Learning. All rights reserved 1 LO 1 A Market Is... 1) people or organizations with 2)
Segmenting, Targeting & Positioning Week 6 Reading: Chapter 9 up to p. 245 only MKTG 201: First Semester, 2010 Lecture Overview Segmentation Targeting.
PART 03 DESIGNING A CUSTOMER-DRIVEN MARKETING STRATEGY AND MIX.
Segmentation, Targeting, and Positioning Building the Right Relationships with the Right Customers Chapter 7.
© 2007 The McGraw-Hill Companies, Inc., All Rights Reserved. McGraw-Hill/Irwin Marketing Management, 8e Chapter Five Market Segmentation Key Words / Outline.
1 Part Three: Market Segmentation Targeting & Psitioning ( Chapter7)
Project Template Market Segmentation, Targeting, and Positioning IRIBUS IVECO of Italy.
1. Market orientation as philosophy Market segmentation Targeting market Positioning Marketing mix 2.
© 2017 SlidePlayer.com Inc. All rights reserved.