kotler mm 14e 08 ippt
TRANSCRIPT
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8
Identifying Market
Segments and Targets
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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-2
Chapter Questions
What are the different levels of market
segmentation?
How can a company divide a market into
segments? What are the requirements for effective
segmentation?
How should business markets be segmented? How should a company choose the most
attractive target markets?
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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-3
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 distinctivebenefits of the market offering
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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-4
What is a Market Segment?
A market segment consists of a groupof customers who share a similar set of
needs and wants.
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Segmenting Consumer Markets
Geographic
Demographic
Psychographic
Behavioral
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Geographic Segmentation
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Claritas Prizm
Education and affluence
Family life cycle
Urbanization
Race and ethnicity
Mobility
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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-8
Demographic Segmentation
Age and life cycle
Life stage
Gender
Income
Generation
Social class
Race and Culture
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Age and Lifecycle Stage
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Gender and Income
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Generational Influences
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Race and Culture
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Psychographic Segmentationand The VALS Framework
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Behavioral Segmentation Basedon Needs and Benefits
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Behavioral Segmentation:Decision Roles
Initiator
Influencer
Decider
Buyer
User
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Behavioral Segmentation:Behavioral Variables
Occasions
Benefits
User Status
Usage Rate
Buyer-Readiness
Loyalty Status
Attitude
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Figure 8.2 Example of a Brand Funnel
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Loyalty Status
Hard-core
Split loyals
Shifting loyals
Switchers
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Figure 8.3 BehavioralSegmentation Breakdown
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Segmenting for Business Markets
Demographic
Operating variable
Purchasing approaches
Situational factors
Personal characteristics
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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-21
Steps in Segmentation Process
Need-based segmentation
Segment identification
Segment attractiveness
Segment profitability
Segment positioning
Segment acid test
Market mix strategy
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Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-22
Effective Segmentation Criteria
Measurable
Substantial
Accessible
Differentiable
Actionable
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Porters 5 Forces Model
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Threat of Rivalry
Threat of Supplier
Bargaining Power
Threat of Buyer
Bargaining Power
Threat of
New Entrants
Threat of
Substitutes
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Figure 8.4 Possible Levelsof Segmentation
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For Review
What are the different levels of market
segmentation?
How can a company divide a market into
segments? What are the requirements for effective
segmentation?
How should business markets be segmented? How should a company choose the most
attractive target markets?
Copyright 2011 Pearson Education, Inc. Publishing as Prentice Hall 8-25