Effective Targeting Requires… Identify and profile distinct groups of buyers who differ in their needs and preferences Select one or more market segments to enter Establish and co
Trang 17 Identifying Market
Segments and Targets
1
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Chapter Questions
What are the different levels of market
segmentation?
How can a company divide a market into
segments?
What are the requirements for effective
segmentation?
How should business markets be segmented?
How should a company choose the most
attractive target markets?
Effective Targeting Requires…
Identify and profile distinct groups of buyers
who differ in their needs and preferences
Select one or more market segments to enter
Establish and communicate the distinctive
benefits of the market offering
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What is a Market Segment?
A market segment consists of a group
of customers who share a similar set of
needs and wants
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Segmenting Consumer Markets
Geographic
Demographic
Psychographic
Behavioral
Geographic Segmentation
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Claritas’ Prizm
Education and affluence
Family life cycle
Urbanization
Race and ethnicity
Mobility
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Demographic Segmentation
Age and life cycle
Life stage
Gender
Income
Generation
Social class
Race and Culture
Age and Lifecycle Stage
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Gender and Income
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Generational Influences
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Race and Culture
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Trang 3Psychographic Segmentation
and The VALS Framework
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Behavioral Segmentation Based
on Needs and Benefits
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Behavioral Segmentation:
Decision Roles
Initiator
Influencer
Decider
Buyer
User
Behavioral Segmentation:
Behavioral Variables
Occasions
Benefits
User Status
Usage Rate
Buyer-Readiness
Loyalty Status
Attitude
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Figure 8.2 Example of a Brand Funnel
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Loyalty Status
Hard-core
Split loyals
Shifting loyals
Switchers
Trang 4Figure 8.3 Behavioral
Segmentation Breakdown
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Segmenting for Business Markets
Demographic
Operating variable
Purchasing approaches
Situational factors
Personal characteristics
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Steps in Segmentation Process
Need-based segmentation
Segment identification
Segment attractiveness
Segment profitability
Segment positioning
Segment acid test
Market mix strategy
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Effective Segmentation Criteria
Measurable
Substantial
Accessible
Differentiable
Actionable
Porter’s 5 Forces Model
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Threat of Rivalry
Threat of Supplier Bargaining Power Threat of Buyer
Bargaining Power
Threat of New Entrants Threat of
Substitutes
Figure 8.4 Possible Levels
of Segmentation
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Trang 5For Review
What are the different levels of market
segmentation?
How can a company divide a market into
segments?
What are the requirements for effective
segmentation?
How should business markets be segmented?
How should a company choose the most
attractive target markets?
Copyright © 2011 Pearson Education, Inc Publishing as Prentice Hall 8-25