View
225
Download
0
Category
Preview:
Citation preview
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 1/16
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 2/16
Segmentation and itslevels:
Mass marketing is loosing itspopularity.
Micromarketing can be undertakenat four levels: Segment marketing
Niche marketing Local marketing Individual marketing-
Mass customization
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 3/16
Preferences: Three patterns of preference segments are typically
identified: Homogeneous preferences- max people prefer one
thing only Diffused preferences- no specific choice Clustered preferences- each choice is preferred by
equal no. of people.
Market-Segmentation Procedure:•Survey•Analysis•Profiling
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 4/16
Segmenting Consumer
Markets: Geographical segmentation:
Region, Country, City, Density, Climate,
etc. Demographic segmentation:
Age, Gender, Income, Family size, etc.
Psychographic segmentation: Lifestyle, Personality, Values.
Behavioral segmentation
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 5/16
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 6/16
BehavioralBehavioral
SegmentationSegmentation
VariablesVariables Occasions-mothers
day Benefits User Status
Usage Rates Loyalty Status – Hardcore Loyals, Split loyals, Shifting Loyals, Switchers. Readiness Stage- farmers
Attitude Toward the Product- enthusiastic, positive,indifferent, negative & hostile.
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 7/16
Segmenting Business Markets
Demographic segmentation Industry, company size,
locationOperating variablesTechnology, customercapabilities
Purchasing approachesStructure, Negotiation, Relationshi
Policies.
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 8/16
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 9/16
Requirements for
Effective Segmentation
Measurable Size, purchasing power, and
profile of segment
Accessible
Can be reached and served
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 10/16
Substantial
Large and profitable enough to
serve
Requirements for
Effective Segmentation
Differentiable
ResponddifferentlyActionable
Effective programs can be developed
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 11/16
Segment size and growth Segment structural
attractiveness
Level of competition
Substitute products
Power of buyers
Powerful suppliers Company objectives and
resources
Evaluating Market Segments
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 12/16
ingle-Segment Concentration:
Productategory
Market Segment
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 13/16
Selective Specialization:
Market Segment
Productategory
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 14/16
Product Specialization:
Market Segment
Productategory
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 15/16
Market Specialization:
Market Segment
Productategory
8/14/2019 Chapter 8 Segmentation & Targeting
http://slidepdf.com/reader/full/chapter-8-segmentation-targeting 16/16
Full Market Coverage:
Market Segment
Productategory
Recommended