Target marketing Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 7.

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Presentation transcript:

Target marketing Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall 7

Target Market Process SEGMENTATIONTARGETINGPOSITIONING

Segmentation Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

segmentation by age Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall DEMOGRAPHICS

segmentation by gender Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

segmentation by life cycle Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Other relevant Demographics INCOME Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall SOCIAL CLASSRACE/ETHNICITYPLACE OF RESIDENCE

segmentation by Psychographics Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

segmentation by Behavior Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Targeting Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Evaluating segments Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall Usable segments are...

substantial Copyright © 20112Pearson Education, Inc. Publishing as Prentice Hall

Reachable YES NO Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Responsive Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Segmentation strategies MARKETING MIX All buyers in 1 segment Undifferentiated Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Segment 1 MARKETING MIX 3 MARKETING MIX 1 MARKETING MIX 2 MARKETING MIX 4 Segment 2Segment 3Segment 4 Differentiated Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

MARKETING MIX Segment 1 Concentrated Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Positioning Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Stages in Positioning ANALYZE COMPETITORS OFFER COMPETITIVE ADVANTAGE MATCH MIX TO THE TARGET EVALUATE TARGET’S RESPONSE Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Brand Personality Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

PERCEPTUAL MAP Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

Customer Relationship Management Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

One-to-One Marketing KNOW YOUR CUSTOMERS Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall DIFFERENTIATE YOUR CUSTOMERS IMPROVE CUSTOMER INTERACTIONS CUSTOMIZE THE PRODUCT TO THE CUSTOMER

CRM and Touchpoints Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

CRM and Customer Value Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall

All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America. Copyright © 2012 Pearson Education, Inc. Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall