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Chapter 8: Identifying Market Segments and Targets Jesus Martin A. Generoso, Jr. Ateneo School of Medicine and Public Health May 12, 2010 Top 10 Concepts Source: Kotler, P.. Marketing Management. 13th ed.
Outline ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Outline ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Concept 1: Segment Marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Concept 1: Segment Marketing - examples ,[object Object],[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Concept 2: Niche Marketing ,[object Object],[object Object],[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Concept 2: Niche Marketing - examples ,[object Object],[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Concept 3: Local Marketing ,[object Object],[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Concept 3: Local Marketing - examples ,[object Object],[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Concept 4: Individual Marketing ,[object Object],[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Concept 4: Individual Marketing - examples ,[object Object],[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Concept 5: Geographical Segmentation ,[object Object],[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Concept 5: Geographical Segmentation - examples ,[object Object],[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Concept 6: Demographic Segmentation ,[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Concept 6: Demographic Segmentation - examples ,[object Object],[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Concept 7: Psychographic Segmentation ,[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Concept 7: Psychographic Segmentation - examples ,[object Object],[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Concept 8: Behavioral Segmentation ,[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Concept 8: Behavioral Segmentation ,[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Concept 8: Behavioral Segmentation - examples ,[object Object],[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Concept 9: Segmenting, Evaluating, and Selecting Market Segments ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Concept 9: Segmenting, Evaluating, and Selecting Market Segments Source: Kotler, P.. Marketing Management. 13th ed. Single-segment concentration P1 P2 P3 M1 M2 M3 Selective specialization M1 M2 M3 P1 P2 P3 Product specialization M1 M2 M3 P1 P2 P3 M1 M2 M3 Full market coverage P1 P2 P3 Market specialization M1 M2 M3 P1 P2 P3
Concept 9: Segmenting, Evaluating, and Selecting Market Segments - examples ,[object Object],[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Concept 10: Segment-by-segment invasion plan ,[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Concept 10: Segment-by-segment invasion plan - examples ,[object Object],[object Object],[object Object],Source: Kotler, P.. Marketing Management. 13th ed.
Chapter 8: Identifying Market Segments and Targets Jesus Martin A. Generoso, Jr. Ateneo School of Medicine and Public Health May 12, 2010 Top 10 Concepts Source: Kotler, P.. Marketing Management. 13th ed.

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Chapter 8 presentation

  • 1. Chapter 8: Identifying Market Segments and Targets Jesus Martin A. Generoso, Jr. Ateneo School of Medicine and Public Health May 12, 2010 Top 10 Concepts Source: Kotler, P.. Marketing Management. 13th ed.
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  • 22. Concept 9: Segmenting, Evaluating, and Selecting Market Segments Source: Kotler, P.. Marketing Management. 13th ed. Single-segment concentration P1 P2 P3 M1 M2 M3 Selective specialization M1 M2 M3 P1 P2 P3 Product specialization M1 M2 M3 P1 P2 P3 M1 M2 M3 Full market coverage P1 P2 P3 Market specialization M1 M2 M3 P1 P2 P3
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  • 26. Chapter 8: Identifying Market Segments and Targets Jesus Martin A. Generoso, Jr. Ateneo School of Medicine and Public Health May 12, 2010 Top 10 Concepts Source: Kotler, P.. Marketing Management. 13th ed.