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3484 3191 kotler-mm_13e_media_08
1.
8
Identifying Market Segments and Targets Marketing Management A South Asian Perspective, 13th ed
2.
Chapter Questions
• What are the different levels of market segmentation? • How can a company divide a market into segments? • How should a company choose the most attractive target markets? • What are the requirements for effective segmentation? Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-2
3.
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 Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-3
4.
Ford’s Model T
Followed a Mass Market Approach Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-4
5.
Four levels of
Micromarketing Segments Niches Local areas Individuals Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-5
6.
What is a
Market Segment? A market segment consists of a group of customers who share a similar set of needs ad wants. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-6
7.
Gather.com: A Niche
Social Networking Site Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-7
8.
Flexible Marketing Offerings
• Naked solution: • Discretionary Product and service options: Some elements that all segment members segment members value options but value not all Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-8
9.
Preference Segments
• Homogeneous preferences exist when consumers want the same things • Diffused preferences exist when consumers want very different things • Clustered preferences reveal natural segments from groups with shared preferences Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-9
10.
The Himalaya Drug Company
serves a growing niche market by focusing on ayurvedic medicines and health supplements Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-10
11.
The Long Tail
• Chris Anderson explains the long tail equation: • The lower the cost of distribution, the more you can economically offer without having to predict demand; • The more you can offer, the greater the chance that you will be able to tap latent demand for minority tastes; and • Aggregate enough minority taste, and you may find a new market. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-11
12.
What is Customerization?
Customerization combines operationally driven mass customization with customized marketing in a way that empowers consumers to design the product and service offering of their choice. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-12
13.
United Bank
Ltd. of Pakistan offers customized Galleria credit cards to its customers Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-13
14.
Segmenting Consumer Markets
Geographic Demographic Psychographic Behavioral Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-14
15.
Demographic Segmentation
Age and Life Cycle Life Stage Gender Income Generation Social Class Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-15
16.
Bank Al Habib
targets senior citizens Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-16
17.
Dove Targets Women Copyright
© 2009 Dorling Kindersley (India) Pvt. Ltd. 8-17
18.
Figure 8.1
The VALS Segmentation System Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-18
19.
Behavioral Segmentation
Decision Roles Behavioral Variables • Initiator • Occasions • Influencer • Benefits • Decider • User Status • Buyer • Usage Rate • User • Buyer-Readiness • Loyalty Status • Attitude Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-19
20.
The Brand Funnel
Illustrates Variations in the Buyer-Readiness Stage • Aware • Ever tried • Recent trial • Occasional user • Regular user • Most often used Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-20
21.
Loyalty Status
Hard-core Split loyals Shifting loyals Switchers Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-21
22.
Figure 8.3 Behavioral
Segmentation Breakdown Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-22
23.
The Conversion Model Convertible
Shallow Average Entrenched Users Nonusers Strongly Weakly Ambivalent Available unavailable unavailable Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-23
24.
Segmenting for Business
Markets Demographic Operating Variable Purchasing Approaches Situational Factors Personal Characteristics Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-24
25.
Steps in Segmentation
Process Needs-based segmentation Segment identification Marketing-Mix Segment attractiveness Strategy Segment profitability Segment positioning Segment acid test Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-25
26.
Effective Segmentation Criteria
Measurable Substantial Accessible Differentiable Actionable Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-26
27.
Figure 8.4 Patterns
of Target Market Selection Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-27
28.
Figure 8.4 Patterns
of Target Market Selection Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-28
29.
Figure 8.4 Patterns
of Target Market Selection Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-29
30.
The Revolution
brand of ready- made women’s apparel successfully focuses on the niche segment of plus-size clothes. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-30
31.
Figure 8.5 Segment-by-Segment
Invasion Plan Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-31
32.
Pepsi used Megamarketing
in India Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-32
33.
Marketing Debate
Is mass marketing dead? Take a position: 4. Mass marketing is dead. or 2. Mass marketing is still a viable way to build a profitable brand. Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-33
34.
Marketing Discussion
Think of various product categories. How would you classify yourself in terms of the various segmentation schemes? How would marketing be more or less effective for you depending upon the segment involved? Copyright © 2009 Dorling Kindersley (India) Pvt. Ltd. 8-34
Hinweis der Redaktion
Video icon links to Marriott snippet on offering different brands for specific segments.
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