Transcript
8/10/2019 Market Segmenting
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Objectives
Identifying Market Segments
Choosing Target Markets
Positioning for competitive advantages
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Steps in Market Segmentation, Targeting,and
Positioning
1. Identify
segmentation
variables and
segment the
market
2. Develop
profiles ofresulting
segments
MarketSegmentation
3. Evaluate
attractiveness
of each
segment
4. Select the
target
segment(s)
MarketTargeting
5. Identifypossible
positioningconcepts foreach target
segment
6. Select,develop, and
communicatethe chosenpositioning
concept
MarketPositioning
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Basic Market-Preference Patterns
(a) Homogeneouspreferences
Sweetness
Cre
aminess
(c) Clusteredpreferences
Creaminess
Sweetness
(b) Diffusedpreferences
Creaminess
Sweetness
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Market-Segmentation Procedure
SurveyMotivations
Attitudes
Behavior
AnalysisFactors
Clusters Profiling
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Bases for Segmenting Consumer
Markets
Occasions, Benefits,Uses, or Att itudes
Behavioral
Geographic
Region, City or MetroSize, Density, Climate Demographic
Age, Gender, Family sizeand Life cycle, Race,Occupation, or Income ...
Lifestyle or Personality
Psychographic
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Bases for Segmenting Business
Markets
Demographic
Operating Variables
Purchasing Approaches Situational Factors
Personal Characteristics
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Measurable
Accessible
Substantial
Differential
Segments must be large or
profi table enough to serve.
Segments can beeffectively reached andserved.
Actionable
Size, purchasing power,profi les of segments canbe measured.
Segments must responddifferently to differentmarketing mix elements &actions.
Must be able to attract and
serve the segments.
Effective Segmentation
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Additional Segmentation Criteria
Ethical Choice of Market Targets
Segment Interrelationships & Supersegments
Segment-by-Segment Invasion Plans Intersegment Cooperation
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Five Patterns of Target Market Selection
Single-segmentconcentration Product
specialization
M1 M2 M3
P1
P2
P3
Selectivespecialization
M1 M2 M3
P1
P2
P3
M1 M2 M3
Full marketcoverage
P1
P2
P3
Marketspecialization
M1 M2 M3P1
P2
P3
P1
P2
P3
M1 M2 M3
P = ProductM = Market
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Segment-by-Segment
Invasion Plan
Customer GroupsTruckersRailroadsAirl ines
Largecomputers
ProductVarie
ties
Personalcomputers
Mid-sizecomputers
Company B Company CCompany A
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Product Differentiation
Form
Fea-
tures
Perfor-
mance Quality
Conform-
anceQuality
Dura-
bility
Relia-
bility
Repair-
abilityStyle Design
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Delivery
Services Differentiation
Ordering
Ease
Maintenance& Repair
CustomerTraining
InstallationCustomer
Consulting Miscellaneou
s
Services
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Media Atmosphere
Symbols
Events
Image Differentiation
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Differences WorthEstablishing
Affordable Superior
Profitable
Preemptive
Distinctive
Important
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Positioningis the act of
designing the companys
offering and image to occupy adistinctive place in the the
target markets mind.
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Perceptual Map
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MagicMountain
JapaneseDeer Park
BuschGardens
KnottsBerryFarm
LionCountrySafari
Marinelandof thePacific
Disneyland
Economical
Fun ridesExercise
FantasyGood food
Easy to reach
Educational,animals
Little waitingLive shows
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