1. Chris Banman Fall 2010 471.21 Providence College

2. chapter 3

3. Finding Market Opportunities “needs” all customers have similar needs dissimilar products mobility generic markets similar needs similar products product- market product- market human transport bikes | cars | trucks narrow market narrow market product- market product- market increasingly- homogeneous “needs” job | recreation

4. product- market product- market Finding Market Opportunities “needs” all customers have generic markets narrow market narrow market transportation riders exercisers off-road adventurers environmentalists socializers disaggregating

5. dependability status disaggregating re-aggregating Finding Market Opportunities

6. How To Segment dimensions  qualifying  determining  product  brand customer “features” product “features” brand “features” specific changeable unpredictable “benefits” “desires” “benefits”

7. Case Discussion McDonalds Seniors  topics  key issues  root causes  alternatives  recommendation  how implemented

8. Ethical Issues exploitation “desires”  needs  wants  cravings harm  emotional  financial  other?

9. Reading Assessment The Age of Persuasion http://www.cbc.ca/ageofpersuasion/

10. Segmenting Dimensions income age sex family size family life cycle occupation education ethnicity geography community size just a few

11. Segmenting Dimensions “needs”  economic  functional  physiological  psychological  social judgments  attitudes  interests  opinions  beliefs rates of use  heavy | med | light information required  low | med | hi brand familiarity  insistence  preference  recognition  non-recognition  rejection a few more

12. Segmenting Dimensions strength of relationship place in value chain  retailer  wholesaler  manufacturer industrial sector  government  military  school  business  big  small buying decision  single-person?  single-influence?  single decision  decentralized?  po?  sample first? and a few more

13. Positioning High moisturizing low moisturizing nondeodorant deodorant Zest Olay Safeguard Dial Lifebuoy Jergens Dove Lux Coast Ivory 2 1 4 5 7 3 8 6

14. Newer Techniques  data mining  http://www.anderson.ucla.edu/faculty/jason.frand/t eacher/technologies/palace/datamining.htm  CRM (Customer Relationship Management)  http://www.maximizer.com/  shopping behaviour analysis  http://www.sbxl.com/

15. Key Terms  market  generic market  product market  market segmentation  segmenting  market segment  single target market  multiple target market  combined target market  combiners  segmenters  qualifying dimensions  determining dimensions  clustering techniques  Customer Relationship Management (CRM)  positioning  selling proposition