After studying this chapter you will: Understand why marketing strategy planning involves a process of narrowing down from broad opportunities to a specific target market and marketing mix, know about the different kinds of marketing opportunities, understand why opportunities in international markets should be considered,...
Trang 1
Focusing
Marketing Strategy with
Segmentation and
Positioning
Trang 2Chapter 3 Objectives
1. Understand why marketing
strategy planning involves a
process of narrowing down
from broad opportunities to a
specific target market and
marketing mix.
2. Know about the different
kinds of marketing
opportunities.
3. Understand why opportunities
in international markets
should be considered.
4. Know about defining generic
markets and productmarkets.
5. Know what marketing segmentation is and how to segment productmarkets into submarkets.
6. Know three approaches
to marketoriented strategy planning.
7. Know dimensions that may be useful for
segmenting markets.
8. Know what positioning is— and why it is useful.
10. Understand the important new terms.
Trang 3Marketing Strategy Planning Process
Customers
Company
Competitors
S.
W.
O.
T.
Segmentation
& Targeting
Differentiation
& Positioning
Product Place
Promo Price
Narrowing down to focused strategy with screening criteria
External Market Environment
Target Market
Trang 4Market Penetration
Market Development
Product Development
Diversification
Present Products New Products
Four Basic Types of Opportunities
Present Markets
New Markets
Types of Opportunities
Trang 5Be tte
r T ren
ds ?
Sm all
er W
pet itiv
e
Ad van tag e
Ear
ly S tart
Considering International Opportunities
Trang 6Combined target market
Single target market approach
Multiple target market approach
All
customer
needs
Some generic needs
One broad product market
Homogeneous (narrow) product markets
Narrowing down to specific product-market
Segmenting into possible target markets
Selecting target marketing approach
Narrowing Target Markets
Trang 7Generic and Product-Market Definitions
Generic Market Definitions
Generic Market Definitions
Product-Market Definitions
Product-Market Definitions
Customer
(user) needs
Customer
(user) needs + Customer Customer types types + Geographic Geographic area area + (good and/or service) (good and/or service) Product type Product type
Trang 8Submarket 1
(Exercisers)
Submarket 2
(Off-road adventurers)
Submarket 3 (Transportation riders) Submarket 4 (Socializers)
Submarket 5 (Environmentalists)
Broad product-market (or generic market) name goes here
(The bicycle-riders product-market)
Market Segmentation
Trang 9Market Segmentation
Exhibit 36
Dependability dimension
A Product-market showing
three segments
Dependability dimension
B Product-market showing
six segments
Trang 10Using single target market approach—
can aim at one submarket with one marketing mix
The Strategy
A segmenter
Market-Oriented Approaches
Trang 11Using multiple target market approach—
can aim at two or more submarkets with different
marketing mixes
Strategy Three
Strategy
Two
Strategy
One
A segmenter
Market-Oriented Approaches
Exhibit 37
Trang 12The Strategy Using combined
target market approach—can aim
at two or more submarkets with the same marketing mix
A combiner
Market-Oriented Approaches
Trang 13All Potential Dimensions
Qualifying Dimensions
Determining Dimensions
(Product Type)
Determining Dimensions
(Product Type)
Determining Dimensions
(Brand Specific)
Determining Dimensions
(Brand Specific)
Relevant Purchase Behavior
Relevant Customer Type
Specific Purchase Influence
Attraction to Brand
Focus:
Focus:
Focus:
Focus :
Exhibit 312
Segmentation Dimensions
Trang 14“Product Space”
Representing Consumers’ Perception for
High moisturizing
1
2
4
5
7
8
6 3
• Zest
• Lever 2000
• Safeguard
• Dial
• Lifebuoy
• Lava
• Lux
• Dove
• Tone
Positioning of Different Bar Soaps
Trang 15Segmenting Market Segment Single Target Approach Multiple Target Approach Combined Target Approach Combiners
Segmenters Qualifying Dimensions Determining Dimensions Clustering Techniques Positioning
Breakthrough Opportunities
Competitive Advantage
Differentiation
S.W.O.T. Analysis
Market Penetration
Market Development
Product Development
Diversification
Market
Generic Market
ProductMarket
Market Segmentation
Key Terms