Your SlideShare is downloading. ×
0
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Int to mktng ch8
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Int to mktng ch8

2,209

Published on

Published in: Education
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,209
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
189
Comments
0
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Segmenting and Targeting Markets CHAPTER 8 Marketing 10 Lamb, Hair, McDaniel Designed by Prepared by Eric Brengle Amit Shah B-books, Ltd. Frostburg State University Copyright ©2009 by Cengage Learning Inc. All rights reserved 1
  • 2. Learning Outcomes Describe the characteristics of markets LOI and market segments LO2 Explain the importance of market segmentation Discuss criteria for successful market LO3 segmentation Describe the bases commonly used to segment LO4 consumer markets Copyright ©2009 by Cengage Learning Inc. All rights reserved 2
  • 3. Learning Outcomes LO5 Describe the bases for segmenting business markets LO6 List the steps involved in segmenting markets Discuss alternative strategies for selecting LO7 target markets LO8 Explain one-to-one marketing Explain how and why firms implement LO9 positioning strategies and how product differentiation plays a role Copyright ©2009 by Cengage Learning Inc. All rights reserved 3
  • 4. LOI Market Segmentation Describe the characteristics of markets and market segments Copyright ©2009 by Cengage Learning Inc. All rights reserved 4
  • 5. A Market Is... (1) people or organizations with (2) needs or wants, and with (3) the ability and (4) the willingness to buy. A group of people that lacks any one of these characteristics is not a market. LOI Copyright ©2009 by Cengage Learning Inc. All rights reserved 5
  • 6. LOI Market Segmentation People or organizations with Market needs or wants and the ability and willingness to buy. A subgroup of people or Market organizations sharing one or more Segment characteristics that cause them to have similar product needs. Market The process of dividing a market into meaningful, relatively similar, Segmentation identifiable segments or groups. Copyright ©2009 by Cengage Learning Inc. All rights reserved 6
  • 7. The Concept of Market LOI Segmentation Copyright ©2009 by Cengage Learning Inc. All rights reserved 7
  • 8. LO2 The Importance of Market Segmentation Explain the importance of market segmentation Copyright ©2009 by Cengage Learning Inc. All rights reserved 8
  • 9. LO2 The Importance of Market Segmentation  Markets have a variety of product needs and preferences.  Marketers can better define customer needs.  Decision makers can define objectives and allocate resources more accurately. Copyright ©2009 by Cengage Learning Inc. All rights reserved 9
  • 10. LO2 REVIEW LEARNING OUTCOME The Importance of Market Segmentation More precise More accurate Market definition of marketing segmentation customers needs objectives and wants Improved resource allocation Better marketing results Copyright ©2009 by Cengage Learning Inc. All rights reserved 10
  • 11. Criteria for Successful LO3 Segmentation Discuss criteria for successful market segmentation Copyright ©2009 by Cengage Learning Inc. All rights reserved 11
  • 12. LO3 Criteria for Segmentation Segment must be large Substantiality enough to warrant a special marketing mix. Identifiability Segments must be identifiable and and their size measurable. Measurability Members of targeted segments Accessibility must be reachable with marketing mix. Unless segment responds to a Responsiveness marketing mix differently, no separate treatment is needed. Copyright ©2009 by Cengage Learning Inc. All rights reserved 12
  • 13. LO3 REVIEW LEARNING OUTCOME Successful Market Segmentation Useful segment?  Substantial  Identifiable and measurable  Accessible  Responsive Then, yes: Useful segmentation scheme Copyright ©2009 by Cengage Learning Inc. All rights reserved 13
  • 14. Bases for Segmenting LO4 Consumer Markets Describe the bases commonly used to segment consumer markets Copyright ©2009 by Cengage Learning Inc. All rights reserved 14
  • 15. Bases for Segmenting LO4 Consumer Markets Segmentation Characteristics of Bases individuals, groups, or organizations used to divide a total market into segments. (variables) Copyright ©2009 by Cengage Learning Inc. All rights reserved 15
  • 16. LO4 Bases for Segmentation Geography Demographics Psychographics Benefits Sought Usage Rate Copyright ©2009 by Cengage Learning Inc. All rights reserved 16
  • 17. LO4 Geographic Segmentation • Region of the country or world • Market size • Market density • Climate 17 Copyright ©2009 by Cengage Learning Inc. All rights reserved
  • 18. LO4 Benefits of Regional Segmentation • New ways to generate sales in sluggish and competitive markets • Scanner data allow assessment of best selling brands in region • Regional brands appeal to local preferences • Quicker reaction to competition Copyright ©2009 by Cengage Learning Inc. All rights reserved 18
  • 19. LO4 Demographic Segmentation Age Gender Income Ethnic background Family life cycle 19 Copyright ©2009 by Cengage Learning Inc. All rights reserved
  • 20. LO4 Gender Segmentation • In U.S., women… – handle 75% of family finances – Influence 80% of consumer purchases – Make purchase decisions about variety of goods and services • New cars, hardware stores, electronics, etc. • Other brands that have targeted men are trying to target women – Gillette razors, Rogaine baldness remedy, Nike, Reebok, etc. Copyright ©2009 by Cengage Learning Inc. All rights reserved 20
  • 21. LO4 Income Segmentation • Income – popular demographic variable for segmenting markets • According to Nielsen study… – Affluent households (earning more than $100k/ year) twice as likely to shop at warehouses – Lexus catering to wealthy customers • Price-sensitive consumers – P&G • Bounty Basic paper towels • Charmin Basic bath tissue Copyright ©2009 by Cengage Learning Inc. All rights reserved 21
  • 22. LO4 Ethnic Segmentation • Largest ethnic markets are: – Hispanic Americans – African Americans – Asian Americans • Will comprise 1/3 of U.S. population by 2010 with buying power of $1 trillion annually Copyright ©2009 by Cengage Learning Inc. All rights reserved 22
  • 23. Family Life Cycle Age Marital Status Children LO4 Copyright ©2009 by Cengage Learning Inc. All rights reserved 23
  • 24. LO4 Family Life Cycle Copyright ©2009 by Cengage Learning Inc. All rights reserved 24
  • 25. LO4 Psychographic Segmentation Psychographic Market segmentation on the Segmentation basis of personality, motives, lifestyl es, and geodemographics. Copyright ©2009 by Cengage Learning Inc. All rights reserved 25
  • 26. LO4 Bases for Psychographic Segmentation Personality Motives Lifestyles Geodemographics Copyright ©2009 by Cengage Learning Inc. All rights reserved 26
  • 27. LO4 Lifestyle Segmentation • How time is spent • Importance of things around them • Beliefs • Socioeconomic characteristics 27 Copyright ©2009 by Cengage Learning Inc. All rights reserved
  • 28. Geodemographic LO4 Segmentation Geodemographic Segmenting potential customers Segmentation into neighborhood lifestyle categories. Combines geographic, demographic, and lifestyle segmentation. Copyright ©2009 by Cengage Learning Inc. All rights reserved 28
  • 29. LO4 Benefit Segmentation Benefit The process of grouping Segmentation customers into market segments according to the benefits they seek from the product. Copyright ©2009 by Cengage Learning Inc. All rights reserved 29
  • 30. LO4 Benefit Segmentation Dividing a market by the Usage-Rate amount of product bought Segmentation or consumed. A principle holding that 80/20 20 percent of all customers Principle generate 80 percent of the demand. Copyright ©2009 by Cengage Learning Inc. All rights reserved 30
  • 31. LO4 REVIEW LEARNING OUTCOME Bases for Segmenting Consumer Markets Geography Demographics Psychographics Benefits Usage Rate • Region • Age • Personality • Benefits • Former • Market size • Gender • Motives sought • Potential • Market • Income • Lifestyle • 1st time density • Race/ethnicity • Geodemo-grap • Light or • Climate • Family life hics irregular cycle • Medium • Heavy Copyright ©2009 by Cengage Learning Inc. All rights reserved 31
  • 32. Bases for Segmenting LO5 Business Markets Describe the bases for segmenting business markets Copyright ©2009 by Cengage Learning Inc. All rights reserved 32
  • 33. LO5 Bases for Segmenting Business Markets Producers Resellers Government Institutions Company Buying Characteristics Processes Copyright ©2009 by Cengage Learning Inc. All rights reserved 33
  • 34. LO5 Bases for Segmenting Business Markets Company Characteristics  Geographic location  Type of company  Company size  Volume of purchase  Product use Copyright ©2009 by Cengage Learning Inc. All rights reserved 34
  • 35. LO5 Buyer Characteristics Business customers who place an order with the first familiar Satisficers supplier to satisfy product and delivery requirements. Business customers who consider numerous suppliers, both familiar and unfamiliar, Optimizers solicit bids, and study all proposals carefully before selecting one. Copyright ©2009 by Cengage Learning Inc. All rights reserved 35
  • 36. Buyer Characteristics Demographic characteristics Decision style Tolerance for risk Confidence level Job responsibilities LO5 Copyright ©2009 by Cengage Learning Inc. All rights reserved 36
  • 37. LO5 REVIEW LEARNING OUTCOME Segmenting Business Markets Company Characteristics Producers Resellers Governments Institutions Buying Process Copyright ©2009 by Cengage Learning Inc. All rights reserved 37
  • 38. LO6 Steps in Segmenting a Market List the steps involved in segmenting markets Copyright ©2009 by Cengage Learning Inc. All rights reserved 38
  • 39. LO6 REVIEW LEARNING OUTCOME Steps in Segmenting Markets Select Choose Select Profile Select Design, a market bases descriptors and target implement, for for analyze markets maintain study segmen- segments marketing tation mix 1 2 3 4 5 6 Copyright ©2009 by Cengage Learning Inc. All rights reserved 39
  • 40. Strategies for Selecting LO7 Target Markets Discuss alternative strategies for selecting target markets Copyright ©2009 by Cengage Learning Inc. All rights reserved 40
  • 41. Strategies for Selecting LO7 Target Markets A group of people or Target organizations for which an Market organization designs, implements, and maintains a marketing mix intended to meet the needs of that group, resulting in mutually satisfying exchanges. Copyright ©2009 by Cengage Learning Inc. All rights reserved 41
  • 42. LO7 Strategies for Selecting Target Markets Undifferentiated Concentrated Multisegment Strategy Strategy Strategy Copyright ©2009 by Cengage Learning Inc. All rights reserved 42
  • 43. LO7 Undifferentiated Targeting Strategy Undifferentiated A marketing approach that Targeting views the market as one big Strategy market with no individual segments and thus requires a single marketing mix. Copyright ©2009 by Cengage Learning Inc. All rights reserved 43
  • 44. LO7 Undifferentiated Targeting Strategy Advantage:  Potential savings on production and marketing costs Disadvantages:  Unimaginative product offerings Undifferentiated  Company more susceptible to Strategy competition Copyright ©2009 by Cengage Learning Inc. All rights reserved 44
  • 45. LO7 Concentrated Targeting Strategy Concentrated A strategy used to select one Targeting Strategy segment of a market for targeting marketing efforts. Niche One segment of a market. Copyright ©2009 by Cengage Learning Inc. All rights reserved 45
  • 46. LO7 Concentrated Targeting Strategy Advantages:  Concentration of resources  Meets narrowly defined segment  Small firms can compete  Strong positioning Disadvantages:  Segments too small, or Concentrated changing  Large competitors may Strategy market to niche segment Copyright ©2009 by Cengage Learning Inc. All rights reserved 46
  • 47. LO7 Multisegment Targeting Strategy Multisegment A strategy that chooses two or Targeting more well-defined market Strategy segments and develops a distinct marketing mix for each. Copyright ©2009 by Cengage Learning Inc. All rights reserved 47
  • 48. LO7 Multisegment Targeting Strategy Advantages:  Greater financial success  Economies of scale Disadvantages:  High costs  Cannibalization Multisegment Strategy Copyright ©2009 by Cengage Learning Inc. All rights reserved 48
  • 49. LO7 Costs of Multisegment Targeting  Product design costs  Production costs  Promotion costs  Inventory costs  Marketing research costs  Management costs  Cannibalization Copyright ©2009 by Cengage Learning Inc. All rights reserved 49
  • 50. LO7 Cannibalization Situation that occurs when Cannibalization sales of a new product cut into sales of a firm’s existing products. Copyright ©2009 by Cengage Learning Inc. All rights reserved 50
  • 51. LO7 REVIEW LEARNING OUTCOME Alternatives for Selecting Target Markets Undifferentiated Multisegment Concentrated Copyright ©2009 by Cengage Learning Inc. All rights reserved 51
  • 52. LO8 One-to-One Marketing Explain one-to-one marketing Copyright ©2009 by Cengage Learning Inc. All rights reserved 52
  • 53. LO8 One-to-One Marketing One-to-One An individualized marketing Marketing method that utilizes customer information to build long- term, personalized, and profitable relationships with each customer. Copyright ©2009 by Cengage Learning Inc. All rights reserved 53
  • 54. LO8 One-to-One Marketing One-to-One Has a Goal of… Marketing is... Individualized Cost Reduction Information-Intensive Customer Retention Long-Term Increased Revenue Personalized Customer Loyalty 54 Copyright ©2009 by Cengage Learning Inc. All rights reserved
  • 55. LO8 One-to-One Marketing Trends 1. One-size-fits all marketing no longer effective 2. Direct and personal marketing will grow to meet needs of busy consumers. 3. Consumers will be loyal to companies that have earned—and reinforced—their loyalty. 4. Mass-media approaches will decline as technology allows better customer tracking. Copyright ©2009 by Cengage Learning Inc. All rights reserved 55
  • 56. LO8 REVIEW LEARNING OUTCOME One-to-One Marketing Copyright ©2009 by Cengage Learning Inc. All rights reserved 56
  • 57. LO9 Positioning Explain how and why firms implement positioning strategies and how product differentiation plays a role Copyright ©2009 by Cengage Learning Inc. All rights reserved 57
  • 58. LO9 Positioning Positioning Developing a specific marketing mix to influence potential customers’ overall perception of a brand, product line, or organization in general. Copyright ©2009 by Cengage Learning Inc. All rights reserved 58
  • 59. Positioning of Procter & Gamble LO9 Detergents Brand Positioning Market Share Tide Tough, powerful cleaning 31.1% Cheer Tough cleaning, color protection 8.2% Bold Detergent plus fabric softener 2.9% Gain Sunshine scent and odor-removing formula 2.6% Era Stain treatment and stain removal 2.2% Dash Value brand 1.8% Oxydol Bleach-boosted formula, whitening 1.4% Solo Detergent and fabric softener in liquid form 1.2% Dreft Outstanding cleaning for baby clothes, safe 1.0% Ivory Snow Fabric & skin safety on baby clothes 0.7% Ariel Tough cleaner, aimed at Hispanic market 0.1% 59 Copyright ©2009 by Cengage Learning Inc. All rights reserved
  • 60. Effective Positioning 1. Assess the positions occupied by competing products 2. Determine the dimensions underlying these positions 3. Choose a market position where marketing efforts will have the greatest impact LO9 60 Copyright ©2009 by Cengage Learning Inc. All rights reserved
  • 61. LO9 Product Differentiation Product A positioning strategy that Differentiation some firms use to distinguish their products from those of competitors. Distinctions can be real or perceived. Copyright ©2009 by Cengage Learning Inc. All rights reserved 61
  • 62. LO9 Perceptual Mapping Perceptual A means of displaying or Mapping graphing, in two or more dimensions, the location of products, brands, or groups of products in customers’ minds. Copyright ©2009 by Cengage Learning Inc. All rights reserved 62
  • 63. Perceptual Mapping LO9 Copyright ©2009 by Cengage Learning Inc. All rights reserved 63
  • 64. LO9 Positioning Bases Attribute Price and Quality Use or Application Product User Product Class Competitor Emotion Copyright ©2009 by Cengage Learning Inc. All rights reserved 64
  • 65. LO9 Repositioning Changing consumers’ Repositioning perceptions of a brand in relation to competing brands. Copyright ©2009 by Cengage Learning Inc. All rights reserved 65
  • 66. LO9 REVIEW LEARNING OUTCOME Positioning and Product Differentiation Copyright ©2009 by Cengage Learning Inc. All rights reserved 66

×