segmentation, targeting, and positioning - york …etc.yorktech.com/mkt101/chapter 9 -stp...

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apte

r 9

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9- 1

Segmentation, Targeting, and Positioning

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 2Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9-

Chapter Objectives

1. What are the best ways to divide a consumer market into meaningful and distinct groups?

2. How do marketers evaluate market segments and choose the best ones to serve?

3. How do marketers create value propositions to meet the requirements of target customers?

Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 3Copyright © 2010 Pearson Education, Inc. Publishing as Prentice Hall 9-

Objective 1

What are the best ways to divide a consumer

market into meaningful and distinct groups?

D

E

F

I

N

E

D

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Market Segmentation is the

division of consumer markets into

meaningful and distinct groups.

E

X

P

L

A

I

N

E

D

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Market Segmentation

A

P

P

L

I

E

D

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Segmentation Criteria

Homogeneous

Heterogeneous

Substantial

Identifiable

Responsive

A

P

P

L

I

E

D

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Market Segmentation

P&G

A

P

P

L

I

E

D

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Market Segmentation

D

E

F

I

N

E

D

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The Segmentation Base is a group

of characteristics that is used to assign

segment members.

E

X

P

L

A

I

N

E

D

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Demographic Segmentation

Gender

Income

E

X

P

L

A

I

N

E

D

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Family Life Cycle Segmentation

E

X

P

L

A

I

N

E

D

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Psychographic Segmentation

Personality

Lifestyle

Social Class

E

X

P

L

A

I

N

E

D

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Behavioral Segmentation

Usage-rate

Life Events

Loyalty

Knowledge

Product Use

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Objective 2

How do marketers evaluate market segments

and choose the best ones to serve?

D

E

F

I

N

E

D

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Targeting is the process of evaluating

and selecting the most viable market

segment to enter.

E

X

P

L

A

I

N

E

D

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Targeting

Evaluate Select

AttractivenessSize and Growth PotentialBrand ObjectivesOrganizational Resources

A

P

P

L

I

E

D

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Targeting

Undifferentiated Differentiated Niche Micro

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Objective 3

How do marketers create value propositions

to meet the requirements of target

customers?

D

E

F

I

N

E

D

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Positioning is the placement of a

product or service offering in the minds

of a selected target market.

E

X

P

L

A

I

N

E

D

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Positioning

Why should they buy from me?

What does the brand stand for?

For whom am I trying to serve?

Unique Selling Proposition

E

X

P

L

A

I

N

E

D

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Positioning

Symbolic

Experiential

Functional

A

P

P

L

I

E

D

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Perceptual Map

A

P

P

L

I

E

D

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Selecting a Position

Be Affordable to Target

Valued Benefit for Target

Difficult to Copy

Be Distinct from Competitors

ProfitableEasily

Communicated

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Visual Summary