Market Segmenttation 2

8/18/2019 Market Segmenttation 2

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7-1

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Chapter 7

Chapter 7

PRINCIPLES OF MARKETING

Market Segmentation,Targeting, and Poitioning

!or Competiti"e Ad"antage


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7-2

7-2

Steps in Segmentation,

Targeting, and Positioning

Steps in Segmentation,

Targeting, and Positioning

1. Identify Basesfor Segmenting the Market

2. Develop Profiles

of Reslting Segments

!. Develop Measresof Segment "ttra#tiveness

$. Sele#t %argetSegment&s'

(. Develop Positioning

for )a#h %arget Segment

*. Develop MarketingMi+ for )a#h %arget Segment Market

Positioning

Market%argeting

Market Segmentation


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7-!

7-!

Step 1. Market SegmentationLevels of Market Segmentation

Step 1. Market SegmentationLevels of Market Segmentation

Mass MarketingSame product to all consumers

(no segmentation)

Mass MarketingSame product to all consumers

(no segmentation)

Segment Marketing

Different products to one or more segments(some segmentation)

Segment Marketing

Different products to one or more segments(some segmentation)

Mi#romarketingProducts to suit the tastes of individuals or locations

(complete segmentation)

Mi#romarketingProducts to suit the tastes of individuals or locations

(complete segmentation)

,i#he MarketingDifferent products to sugroups !ithin segments

( more segmentation)

,i#he MarketingDifferent products to sugroups !ithin segments

( more segmentation)


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7-$

7-$

Step 1. Market Segmentation"ases for Segmenting #onsumer

Markets

Step 1. Market Segmentation"ases for Segmenting #onsumer

Markets

eographi#

Demographi#"ge genderfamily si/e and life #y#le

or in#ome

Psy#hographi#So#ial #lass lifestyleor personality

Behavioral0##asions enefitsses or responses

,ations statesregions or #ities


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7-(

7-(

$sing Multiple Segmentation

"ases% &eodemographics

$sing Multiple Segmentation

"ases% &eodemographics


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7-*

7-*

Step 1. Market Segmentation"ases for Segmenting "usiness

Markets

Step 1. Market Segmentation"ases for Segmenting "usiness

Markets

Basesfor Segmenting

Bsiness

Markets

Basesfor Segmenting

Bsiness

Markets

Demographi#sPersonalhara#teristi#s

Sitational3a#tors

0peratinghara#teristi#s

Pr#hasing"pproa#hes


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7-77-7Step 1. Market Segmentation"ases for Segmenting 'nternational

Markets

Step 1. Market Segmentation"ases for Segmenting 'nternational

Markets

Politi#al45egal

Politi#al45egal

ltralltral IntermarketIntermarket

)#onomi# )#onomi#eographi#eographi#

Indstrial MarketsIndstrial Markets


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7-67-6Step 1. Market Segmentationeuirements for *ffective Segmentation

Step 1. Market Segmentationeuirements for *ffective Segmentation

• Si/e pr#hasing poer profilesof segments #an e measred.

• Segments mst e effe#tively

rea#hed and served.

• Segments mst e large orprofitale enogh to serve.

MeasraleMeasrale

"##essile"##essile

SstantialSstantial

DifferentialDifferential

"#tionale"#tionale

• Segments mst responddifferently to different marketingmi+ elements 8 a#tions.

• Mst e ale to attra#t and servethe segments.


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7-97-9Step +. Market Targeting *valuating Market Segments

Step +. Market Targeting *valuating Market Segments

• Segment Si/e and rothSegment Si/e and roth – "naly/e sales groth rates and e+pe#ted profitaility.

• Segment Str#tral "ttra#tivenessSegment Str#tral "ttra#tiveness – onsider effe#ts of: ompetitors "vailaility of Sstitte

Prod#ts and the Poer of Byers 8 Sppliers.

•

ompany 0;e#tives and Resor#esompany 0;e#tives and Resor#es – ompany skills 8 resor#es relative to the segment&s'.

– 5ook for ompetitive "dvantages.


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7-117-11Step +. Market Targeting #hoosing a Market#overage Strateg-

Step +. Market Targeting #hoosing a Market#overage Strateg-

ompanyResor#es

Prod#t>ariaility

Prod#t?s Stagein the Prod#t 5ife y#le

Market>ariaility

ompetitors?Marketing Strategies


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7-127-12Step . Positioning for #ompetitive

/dvantage

Step . Positioning for #ompetitive

/dvantage

• Prod#t?s PositionProd#t?s Position - the pla#e the prod#to##pies in #onsmers? minds relative to

#ompeting prod#ts@ i.e. >olvo positionson Asafety.

• Marketers mst: – Plan positions to give prod#ts the greatest advantage

– Develop marketing mi+es to #reate planned positions


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7-1!7-1!


/dvantage% Strategies


/dvantage% Strategies

"gainst a

ompetitor

"gainst a

ompetitor

=sage

0##asions

=sage

0##asions

"ay fromompetitors"ay from

ompetitors

Prod#t

"ttrites

Prod#t

"ttritesProd#t

lass

Prod#t

lass

Benefits0ffered

Benefits0ffered

=sers=sers

BB

AA

EE

DD

CCH

HGG

F

F


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7-1$7-1$Steps to #hoosing and 'mplementing

a Positioning Strateg-

Steps to #hoosing and 'mplementing

a Positioning Strateg-

• Step 1. Identifying a set of possile#ompetitive advantages: ompetitiveDifferentiation.

• Step 2. Sele#ting the right #ompetitiveadvantage.

• Step !. )ffe#tively #ommni#ating anddelivering the #hosen position to the market.


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7-1(7-1(Developing #ompetitive

Differentiation

Developing #ompetitive

Differentiation

Prod#tProd#t Servi#eServi#e

PersonnelPersonnel ImageImage

"reas for ompetitive

Differentiation

"reas for ompetitive

Differentiation


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7-1*7-1*Selecting the ight #ompetitive

/dvantages

Selecting the ight #ompetitive

/dvantages

riteriafor

DeterminingChi#h

Differen#esto

Promote

"ffordale"ffordale Sperior Sperior

ProfitaleProfitale

PreemptivePreemptive

Distin#tiveDistin#tive

ImportantImportant

ommni#aleommni#ale

Documents

Market Segmenttation 2