fhbm1124 marketing chapter 6-segmentation targeting positioning

7/25/2019 FHBM1124 Marketing Chapter 6-Segmentation Targeting Positioning

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Segmentation, Targeting, and Positioning:Building the Right Relationships with the Right

Customers

(CREATING A!"E #$R TARGET C"ST$%ERS&

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Chapter '

"nierse Target


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!earning $)*e+ties

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1. Defne the three steps o target marketing:market segmentation, market targeting,and market positioning.

2. List and discuss the major bases or

segmenting consumer and businessmarkets.

3. Expain ho! companies identi" attracti#emarket segments and choose a target

marketing strateg".$. Discuss ho! companies position theirproducts or maximum competiti#ead#antage in the marketpace.


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Chapter $eriew

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%his chapter ooks urther into ke" customer&dri#en marketing strateg" decisions'ho! todi#ide up markets into meaningu customergroups (segmentation), choose !hich

customer groups to ser#e (targeting), createmarket o*erings that best ser#e targetedcustomers (diferentiation), and positioningthe o*erings in the minds o consumers(positioning).

%hen, the chapters that oo! expore thetactica marketing toos'the #our Ps'b"!hich marketers bring these strategies to ie.


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1. +arket egmentation (egmenting) -eograph" Demograph" s"chographic

/eha#iora

2. 0euirements or E*ecti#e egmentation +easurabe

ccessibe ubstantia Di*erentiabe ctionabe

Introdu+tion Chapter '


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Introdu+tion Chapter '

3. %arget +arketing trategies (%argeting): 4ndi*erentiated Di*erentiated 5oncentrated

+icromarketing

$. Di*erentiation 6 ositioning(ositioning): ources o 5ompetiti#e d#antages ositioning tatements


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-e.ne the three steps o target marketing:

mar/et segmentation, mar/et targeting,and mar/et positioning0

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The Prere1uisite Steps inSegmentation, Targeting,

and Positioning

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tep 1 tep 2 tep 3


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%ar/et Segmentation

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%hrough market segmentation,companies divide large, heterogeneousmarkets into smaller segmentsthat can

be reached more ecient" ande*ecti#e" !ithproducts and servicesthat match their unique needs.

Di#iding a market into smaer groupso bu"ers !ith distinct needs,characteristics, or beha#iors thatmight reuire separate marketing

strategies or mixes.


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!ist and dis+uss the major bases or

segmenting +onsumer and )usinessmar/ets0

;


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BehavioralBehavioralPsychographicsPsychographics

DemographicsDemographicsGeographyGeography

Segmenting Consumer %ar/et

1e, ami"ie c"ce, income, occupation, education,

reigion, race, generation, and nationait".Demographic actors are the most popuar

basesor segmenting customer groups.

Easier to measure than most other t"pes o#ariabes.


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-emographi+s Segmentation-emographi+s Segmentation

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Age and !i4e+3+le tage is o*ering di*erentproducts or using di*erent marketing

approaches or di*erent age and ie?c"cegroups.

Gender segmentation has ong been used incothing, cosmetics, toietries, and maga>ines.

In+ome segmentation has ong been used b"the marketers o products and ser#ices such asautomobies, cothing, cosmetics, fnancia

ser#ices, and tra#e.


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Exampe o Demographic@.

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ge: under 7, 7&11, 12&1;, etc

-ender: mae 6 emae Aami" si>e: 1&2,3&$ Aami" ie c"ce: Boung, singe, no chidren,

and etc. Cncome: under 0+2


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Ps3+hographi+s SegmentationPs3+hographi+s Segmentation

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Ps3+hographi+ segmentationdi#ides bu"ers into di*erent groupsbased on socia cass, iest"e, or

personait" characteristics.+arketers usepersonality#ariabes

to segment markets.

eope in the same demographiccassifcation oten ha#e #er" di*erentiest"es.


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Behaioral SegmentationBehaioral Segmentation

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Behaioral segmentationdi#idesbu"ers into groups based on theirkno!edge, attitudes, uses, or responsesto a product.


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Behaioral SegmentationBehaioral Segmentation

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Aorms o beha#iora segmentation:$++asion segmentationis grouping bu"ers

according to occasions!hen the" get the idea tobu", actua" make their purchase, or use the

purchased item.Bene.t segmentationis grouping bu"ers

according to the di*erent beneftsthat the" seekrom the product.

"ser Statusis segmenting markets into

nonusers, ex&users, potentia users, frst&timeusers, and reguar users o a product.

"sage Rateis grouping markets into ight,medium, and hea#"product users.

!o3alt3 Statusis di#iding bu"ers into groupsaccording to their degree o o"at".


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E5ample o4 "sage Rate

1;

In4re1uent

"sers

%oderate

"sers

6ea3"sers

$7er dire+tin+enties,su+h as a pri+e

dis+ount $7er more

rein4or+ement o4 pastpur+hase de+isions

-esign around lo3alt3

and rein4or+emento4 pur+hase


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E5ample o4 Bene.tsSought

2e

Geographi+

ge -ender

Aami" i>e

Aami" ie c"ce Cncome

ccupation Education

0ace 0eigion

-emographi+

8nowledge Attitude "se

Response

Behaioral

So+ial +lass !i4est3le

Personalit3+hara+teristi+

Ps3+hographi+

BASES #$RSEG%ENTATI$N

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The Con+ept o4 %ar/etSegmentation

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The Con+ept o4 %ar/etSegmentation


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Re1uirements 4or E7e+tieSegmentation (%AS-A&

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%easura)le (%&

A++essi)le (A& Su)stantial (S&-i7erentia)le (-&A+tiona)le (A&


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(demographi+s& and then )ene.ts soughttoconstruct nine di*erent market segments. b#ious",each o these segments !oud be o di*erent si>es andattracti#eness, but it does gi#e a good o#er#ie! o therange o consumer needs in the market

2


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E5er+ise

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1. 0eebok targeted the "outh market. Ct used

MMMMMsegmentation to defne its target market.a. Liest"e

b. /eha#iora

c. Demographic

d. s"chographic

2. +aga>ines targeted to peope !ho o#e to in&ine skate,topeope !ho enjo" cooking, and to peope !ho !oudpreer a simper iest"e use MMMMM segmentation#ariabes.

e. Demographic

. Ethnographic

g. ocioeconomic

h. s"chographic


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E5er+ise

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3. ge, ethnicit", geographica region, and iest"eare a exampes o MMMMM.

a. segmentation #ariabes

b. positioning strategies

c. s"nergistic sampes

d. homogenous popuations

$. Fhich o the oo!ing is notan exampe o ademographic segmentation #ariabeN

e. iest"e

. race and ethnicit"

g. gender

h. age


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Re1uirements 4or E7e+tieSegmentation (%AS-A&

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+easurabe (+)%he si>e, purchasing po!er, and profeso the segments can be measured.

ccessibe ()%he market segments can be e*ecti#e"reached and ser#ed.

ubstantia ()%he market segments are arge orproftabe enough to ser#e.

Di*erentiabe(D)

%he segments are conceptua"

distinguishabe and respond di*erent" todi*erent marketing mix eements andprograms.

ctionabe ()E*ecti#e programs can be designed orattracting and ser#ing the segments.


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%ini -is+ussion

2;

Fhich segmentation #ariabes !oud bemost important to marketers or theoo!ing products NNN

Gitamins

5redit 5ard

5o*ee

-E

CK5+E

4-E 0%E


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E5plain how +ompanies identiy attractive

market segments and +hoose a targetmar/eting strateg30

3en ines ouait" skin care,makeup, ragrance, andhair care products aimed


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-i7erentiated strategies(segmented mar/eting&

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Adantages -isadantages

De#eops a strongerpositioning !ithin each

market segment andcreates more totasaes.

Cncrease cost o doingbusiness.


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Con+entrated strategies(Ni+he mar/eting&

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Cnstead o going ater a sma share oa arge market, the frm goes ater aarge share o one or a e! smaer

segments or niches.Ct can market more efectivelyb" fne&tuning

its products, prices, and programs to the needso careu" defned segments.

Ct can market more eciently, targeting its

products or ser#ices, channes, andcommunications programs to!ard on"consumers that it can ser#e best and mostproftab".


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Exampe o concentrated strategies

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e!ett&ackard has a&in&onemachines or printing, scanning andaxing targeted or the home oceniche !hie at the same time ha#ingseparate machines !ith one o theseunctions or big businesses

Dr. cho &%he entire Aor erP ine isdesigned to attract the "ounger emaedemographic (ages 19&


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Con+entrated strategies(Ni+he mar/eting&

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fhbm1124 marketing chapter 6-segmentation targeting positioning

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