Lecture Marketing management - Chapter 8: Identifying market segments and targets presentation of content: Market segmentation, choosing target markets, steps in segmentation process.... And other contents.
Trang 18 Identifying Market Segments and Targets
1
Trang 2Market Segmentation
Types of Segmentation
80 percent of a company’s sales
are generated by 20 percent
of its loyal customers
Trang 3• Simplified marketing plan
• Competitors can identify unmet needs and wants and then steal customers
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attractive target markets?
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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
Trang 9Market Segmentation
Trang 10making process
Decision-demographic
Statistics that describe a population in
terms of personal characteristics such as
age, gender, income, marital status, and
ethnic background.
psychographic
Grouping people with similar attitudes, interests, and opinions, as well as lifestyles and shared values.
Trang 12Market Segmentation
Types of Segmentation
Trang 13Geographic Segmentation
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Claritas’ Prizm
Education and affluence
Family life cycle
Urbanization
Race and ethnicity
Mobility
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Trang 16Age and Lifecycle Stage
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Trang 17Gender and Income
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Trang 18Generational Influences
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Trang 19Race and Culture
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Trang 20Psychographic Segmentation
and The VALS Framework
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Trang 21Behavioral Segmentation Based
on Needs and Benefits
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Behavioral Segmentation:
Decision Roles
Initiator Influencer Decider Buyer User
Trang 24Figure 8.2 Example of a Brand Funnel
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Trang 25Copyright © 2011 Pearson Education, Inc Publishing as Prentice Hall 8-25
Trang 26Figure 8.3 Behavioral
Segmentation Breakdown
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Segmenting for Business Markets
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Steps in Segmentation Process
Segment acid test
Market mix strategy
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Effective Segmentation Criteria
Trang 30Porter’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
Trang 31Figure 8.4 Possible Levels
of Segmentation
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Trang 32attractive target markets?
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