Chapter 8 identifying market segments and targets, Marketing Management, Philip Kotler, 14th edition, 2012. Bài giảng giáo trình quản lý marketing của Philip Kotler. Lý thuyết kèm các case study minh họa cho bài giảng.
Trang 1Kotler • Keller Phillip Kevin Lane
Marketing Management • 14e
Trang 2Identifying Market
Segments and Targets
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4 How should business markets be segmented?
5 How should a company choose the most
attractive target markets?
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Target Marketing Requirements
1 Identify and profile distinct groups of
buyers (market segmentation).
2 Select one or more market segments to
enter (market targeting).
3 For each, establish and communicate
benefits of offering (market positioning).
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Bases for Segmenting Consumers
Geographic
Demographic
Psychographic Behavioral
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Geographic Segmentation
Geoclustering
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Age and Life-Cycle Stage
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Life Stage
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Income
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Cohort Size Defining Features
Millennials
(1979-1994) 78 m Raised in affluence, tech savvy,
perceived immunity from marketing
Gen X
(1964-1978) 50 m Parents relied on day care, accepts
diversity, pragmatic and individualistic
Baby Boomers
(1946-1964) 76 m
Control 3/4 th of the wealth in the U.S, seek fountain of youth (hair color, hair replacement), home exercise equipment
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Race and Culture
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Multicultural Market Profile
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Psychographic Segmentation
• Personality traits
• Lifestyle
• Values
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VALS Segmentation System
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Behavioral Segmentation
User and Usage
Needs and Benefits Decision Roles
Initiator
Influencer
Decider Buyer
User
Usage occasions User status Usage rate Buyer-readiness Loyalty status
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Brand Funnel
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Consumer Attitudes
Enthusiastic Positive Indifferent Negative Hostile
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Behavioral Segmentation
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Bases for Segmenting B2B Markets
Industry, company size, location
Technology, user status, customer capabilities
Power structure, nature of existing relationship
Urgency, specific application, size of order
Buyer-seller similarity, loyalty, risk attitude
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Market Targeting
Porter’s Five Force
Rivals
New Entrants
Substitute Products
Buyer Power
Supplier Power
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Evaluating and Selecting Segments
Individual marketing
Full market coverage
Multiple segment specialization
Single-segment concentration
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Levels of Segmentation