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Segmentation4

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Market Segmentation (chapter 5)
Market Segmentation Process Decide segmentation strategy Develop product positioning Divide markets on relevant dimensions Determine consumer needs and wants Delineate firm’s current situation Design marketing mix strategy
Identifying Relevant Dimensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Identifying Relevant Dimensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Minimal resources Abundant resources Figure 5-4 oriented oriented Status oriented Action Principle Actualizers Makers Strugglers Strivers Experiencers Achivers Fulfilleds Believers
Positioning Figure 5-6 Traditional Sporty Luxurious Functional Cadillac • • Mercedes Lincoln • Oldsmobile • • Chrysler • Buick Ford • Plymouth • Dodge • Mercury • • Pontiac • BMW • Porsche • Lexus • Chevrolet • Nissan • Toyota • Saturn • VW
Segmentation Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Segmentation4

  • 2. Market Segmentation Process Decide segmentation strategy Develop product positioning Divide markets on relevant dimensions Determine consumer needs and wants Delineate firm’s current situation Design marketing mix strategy
  • 3.
  • 4.
  • 5. Positioning Figure 5-6 Traditional Sporty Luxurious Functional Cadillac • • Mercedes Lincoln • Oldsmobile • • Chrysler • Buick Ford • Plymouth • Dodge • Mercury • • Pontiac • BMW • Porsche • Lexus • Chevrolet • Nissan • Toyota • Saturn • VW
  • 6.