9-2 LEARNING OBJECTIVES LO 9-1Outline the different methods of segmenting a market. LO 9-2Describe how firms determine whether a segment is attractive and therefore worth pursuing. LO 9-3Articulate the differences among targeting strategies: undifferentiated, differentiated, concentrated, or micromarketing. LO 9-4Determine the value proposition. LO 9-5Define positioning and describe how firms do it.
9-20 Segmentation Strategy Targeting Strategies DifferentiatedConcentrated Micromarketing or one-to-one Undifferentiated or mass marketing
9-21 Step 5: Develop Positioning Strategy Value Salient Attributes Symbol Competition Positioning Methods Photo by Tiffany Rose/WireImage/Getty Images
9-22 Positioning Steps 1. Determine consumers’ perceptions and evaluations in relation to competitors’. 2. Identify the market’s ideal points and size. 3. Identify competitors’ positions. 4. Determine consumer preferences. 5. Select the position. 6. Monitor the positioning strategy.
9-23 Perceptual Maps
check yourself What is a perceptual map? 2.Identify the six positioning steps.
Return to slide 9-25 Benefit segmentation groups consumers on the basis of the benefits they derive from products or services. Glossary
Return to slide 9-26 Demographic segmentation groups consumers according to easily measured, objective characteristics such as age, gender, income, and education. Glossary
Return to slide 9-27 Geodemographic segmentation uses a combination of geographic, demographic, and lifestyle characteristics to classify consumers. Glossary
Return to slide 9-28 Geographic segmentation organizes customers into groups on the basis of where they live. Glossary
Return to slide 9-29 Behavioral segmentation divides customers into groups based on how they use the product or service. Glossary
Return to slide 9-30 Psychographic segmentation, or psychographics, allows people to describe themselves using characteristics that help them choose how they occupy their time (behavior) and what underlying psychological reasons determine these choices. Glossary
Return to slide 9-31 The Value and Lifestyle Survey (VALS) is a psychographic tool that classifies consumers into eight categories based on their answers to a questionnaire. Glossary