segmentation, targeting, & positioning (stp), part ?· segmentation, targeting, & positioning...

Download Segmentation, Targeting, & Positioning (STP), Part ?· Segmentation, Targeting, & Positioning (STP),…

Post on 13-Apr-2019

217 views

Category:

Documents

0 download

Embed Size (px)

TRANSCRIPT

Segmentation,Targeting,&Positioning(STP),PartI

COMM296

Agenda1. Earlyfeedback2. IntroductiontoSTP3. Segmentationbasesandvariables4. Choosingatargetsegment

Part1 Part2

STP

Nikesmarkets?

CommonSegmentationBases

GeographicDemographicPsychographicBehavioural

*Eachsegmentationbasehasmanysegmentationvariables

Morepractical,powerful,andmeaningful

*

City,region,country...Urban,rural...Climate,topography,

geography...

Geographic

Demographic AgeGenderIncomeReligionEthnicity

EducationOccupationFamilyStage

MaritalStatusHouseholdSize...

Curly

Psychographic

SelfvaluesSelfconceptLifestylesNeedsandmotivesPerceptionsAttitudes,beliefs

BehaviouralBenefitsLoyaltyUsagerateOccasion

Imagesource:gianteagle.com

SegmentDescriptions(Profiles)

Imagesource:getsatisfaction.com

CostCost BenefitBenefit

SegmentAttractiveness

Substantial?Reachable?

Responsive? Profitable?

Identifiable?

Practice:SelectingatargetmarketAsmarketingmanagerforadenimcompany,youneedtochooseatargetmarketforanewlineofjeans.

Howdoyouchoosewhichonetotarget?(Hint:analyzesegmentattractiveness)

15

RemindersSpecialassignmentofficehours

willbeoutlinednextclass

SituationAnalysis&SWOTdueby6pmonSunday

Sampleexamquestionsandstudyhintswillbepostedthisweekend

Imagesource:imgarcade.com

Recommended

View more >