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Learning Objectives
1. To Understand Why Market Segmentation Is Essential.
2. To Understand the Criteria for Targeting Selected Segments Effectively.
3. To Understand the Bases for Segmenting Consumers.
4. To Understand How Segmentation and Strategic Targeting Are Carried Out.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 2Chapter Three Slide
What Kind ofConsumer Does This Ad Target?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 3Chapter Three Slide
This Ad Targets Runners Who Are Physically Active People and Also Relish the Outdoors.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 4Chapter Three Slide
Why Segmentation is Necessary
• Consumer needs differs
• Differentiation helps products compete
• Segmentation helps identify media
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 5Chapter Three Slide
Positioning
The value proposition,
expressed through promotion, stating
the product’s or service’s capacity to deliver specific
benefits.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 6Chapter Three Slide
Criteria for Effective Targeting
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 7Chapter Three Slide
Which Distinct Benefit Does Each of the Two Brands Shown in This Figure Deliver?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 8Chapter Three Slide
The Dentyne Ad’s Benefit is Fresh Breath and the Nicorette Ad is Whitening and Smoking Cessation
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 9Chapter Three Slide
Bases for Segmentation
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 10Chapter Three Slide
Discussion Questions
• Considering the largest bank in your college’s city or town:– How might consumers’ needs differ?– What types of products might meet their needs?– What advertising media makes sense for the
different segments of consumers?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 11Chapter Three Slide
Consumer-Rooted Segmentation Bases
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 12Chapter Three Slide
Demographic Segmentation
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 13Chapter Three Slide
Discussion Questions
• What types of marketers might segment according to social class?
• What ethical issues might marketers have when marketing to different social classes?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 14Chapter Three Slide
Geodemographic Segmentation
• Based on geography and demographics• People who live close to one another are
similar• “Birds of a feather flock together”
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 15Chapter Three Slide
One PRIZM Segment - Table 3.4 (excerpt)
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 16Chapter Three Slide
Personality Traits
• People often do not identify these traits because they are guarded or not consciously recognized
• Consumer innovators– Open minded– Perceive less risk in trying new things
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 17Chapter Three Slide
Lifestyles
• Psychographics• Includes activities,
interests, and opinions
• They explain buyer’s purchase decisions and choices
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 18Chapter Three Slide
Discussion Questions
• How might you differ from a person with similar demographics to yourself?
• How would this be important for marketers?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 19Chapter Three Slide
Two Views of Post-Retirement LifestyleTable 3.6 (excerpt)
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 20Chapter Three Slide
VALS – Figure 3.4
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 21Chapter Three Slide
Socio-Cultural Values and Beliefs
• Sociological = group• Anthropological = cultural• Include segments based on– Cultural values– Sub-cultural membership– Cross-cultural affiliations
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 22Chapter Three Slide
Consumption-Specific Segmentation Bases
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 23Chapter Three Slide
Consumption-Specific SegmentationUsage-Behavior
• Usage rate– Awareness status– Level of involvement
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 24Chapter Three Slide
Consumption-Specific SegmentationUsage-Behavior
• Usage-situation segmentation– Segmenting on the basis of special occasions or
situations– Example : When I’m away on business, I try to
stay at a suites hotel.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 25Chapter Three Slide
Which Consumption-Related Segmentation Is Featured in This Ad?
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 26Chapter Three Slide
This is an Example of a Situational Special Usage Segmentation.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 27Chapter Three Slide
Benefits Segmentation
• Benefits sought represent consumer needs• Important for positioning• Benefits of media
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall Chapter Three Slide 28
Benefits Visiting Tourists Seek in National Park – Table 3.13 (excerpt)
Segment Description
Environmentalists Interested in an unpolluted, un-spoilt natural environmentand in conservation. Not interested in socializing, entertainment, or sports. Desire authenticityand less man-made structures and vehiclesin the park.
Want-it-all Tourists Value socializing and entertainment more thanconservation. Interested in more activities andopportunities for meeting other tourists. Do notmind the “urbanization” of some park sections.
Independent Tourists Looking for calm and unpolluted environment,exploring the park by themselves, and staying ata comfortable place to relax. Influenced by wordof mouth in choosing travel destinations.
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 29Chapter Three Slide
Brand Loyalty and Relationships
• Brand loyalty includes:– Behavior– Attitude
• Frequency award programs are popular• Customer relationships can be active or passive• Retail customers seek:– Personal connections vs. functional features
• Banking customers seek:– Special treatment– Confidence benefits– Social benefits
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 30Chapter Three Slide
Implementing Segmentation Strategies
• Micro- and behavioral targeting– Personalized advertising messages– Narrowcasting• Email• Mobile
– Use of many data sources
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 31Chapter Three Slide
Sample Acxiom Clusters - Table 3.16 (excerpt)
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 32Chapter Three Slide
Implementing Segmentation Strategies
• Concentrated Marketing– One segment
• Differentiated– Several segments with individual marketing mixes
• Countersegmentation
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 33Chapter Three Slide
All rights reserved. No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic,
mechanical, photocopying, recording, or otherwise, without the prior written permission of the publisher. Printed in the United States of America.
Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall
Copyright 2010 Pearson Education, Inc. Publishing as Prentice Hall 34Chapter Three Slide