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9-1© 2013 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
C H A P T E R
Segmentation, Targeting, and Positioning
9
McGraw-Hill/Irwin Copyright © 2014 by the McGraw-Hill Companies, Inc. All rights reserved.
9-2
L E A R N I N G O B J E C T I V E S
© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Outline the different methods of segmenting a market.
Describe how firms determine whether a segment is attractive and therefore worth pursuing.
Articulate the difference among targeting strategies: undifferentiated, differentiated, concentrated, or micromarketing.
Determine the value proposition.
Define positioning, and describe how firms do it.
Segmentation, Targeting, and Positioning
LO1
LO2
LO3
LO4
LO5
9-3© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Segmentation, Targeting, Positioning Process
Step 1 • Strategy or Objectives
Step 2 • Segmentation Methods
Step 3 • Evaluate Segment Attractiveness
Step 4 • Select Target Market
Step 5 • Identify and Develop Positioning Strategy
Segmentation
Targeting
Positioning
9-4© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Step 1: Establish Overall Strategy or Objectives
Check Yourself Derived from mission and current state
©M. Hruby.
9-5© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Step 2: Segmentation Methods
9-6© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
CHECK YOURSELF
1. What are the various segmentation methods?
9-7© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Step 3: Evaluate Segment Attractiveness
SEGMENT ATTRACTIVENESS
Substantial
Reachable
ResponsiveProfitable
Identifiable
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Identifiable
Who is in their market? Are the segments unique? Does each segment require a unique marketing mix?
Liquidlibrary/Dynamic Graphics/Jupiterimages
Liquidlibrary/Dynamic Graphics/Jupiterimages
Comstock Images/JupiterImages
9-9© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Substantial
Too small and it is insignificant
Too big and it might need it’s own store
©Je
rry
Arc
ieri/
Cor
bis
9-10© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Reachable
Know the product exists
Understand what it can do
Recognize how to buy
©Digital Vision/PunchStock
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Responsive
React positively to firm’s offering
Move toward the firms products/services
Accept the firm’s value proposition
Customers must:
9-12© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Profitable
9-13© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Step 4: Selecting a Target Market
Conde Nast has more than 20 niche magazines focused on different aspects of life.
©M Hruby
9-14© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Segmentation Strategy
Targeting Strategies
Differentiated
Concentrated
Micromarketingor
one-to-one
Undifferentiated ormass marketing
9-15© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Step 5: Develop Positioning Strategy
• Value• Salient Attributes• Symbol• Competition
Positioning Methods
Photo by Tiffany Rose/WireImage/Getty Images
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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.
9-17© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
CHECK YOURSELF
1. What is a perceptual map?
2. Identify the six positioning steps.
9-18
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© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Benefit segmentation groups consumers on the basis of the benefits they derive from products or services.
Glossary
9-19
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Demographic segmentation groups consumers according to easily measured, objective characteristics such as age, gender, income, and education.
Glossary
9-20
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© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Geodemographic segmentation uses a combination of geographic, demographic, and lifestyle characteristics to classify consumers.
Glossary
9-21
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Geographic segmentation organizes customers into groups on the basis of where they live.
Glossary
9-22
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© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
Behavioral segmentation divides customers into groups based on how they use the product or service.
Glossary
9-23
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© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
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
9-24
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© 2014 by McGraw-Hill Education. This is proprietary material solely for authorized instructor use. Not authorized for sale or distribution in any manner. This document may not be copied, scanned, duplicated, forwarded, distributed, or posted on a website, in whole or part.
The Value and Lifestyle Survey (VALS) is a psychographic tool that classifies consumers into eight categories based on their answers to a questionnaire.
Glossary
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